When Francis Solar signed on for a brand refresh, they were struggling to find their footing in the young, aggressive industry of solar power. They were also struggling to find a way to clearly communicate the idea that they could be thought-leaders for both commercial customers and consumers who knew little about the benefits of solar power.
As part of the refresh, we knew we needed to simplify the brand look and message. So a more memorable name (formerly F.R.E.), new logo, and clean design were all must-dos to break through the noise, set them apart from the cluttered landscape of competitors, and clearly communicate their position as industry leader.