Industrywide, solar tracking systems have had a reputation of high cost and high maintenance. In 2012, Array Technologies decided to change that perception with a heavy-duty monster of a tracker that delivered reliability with maximum power production. With customers around the globe, Array needed a brand program that quickly and easily explained the engineering behind this utility-scale product. K2MD put a new spin on their brand with a complete website redesign, industry trade publication ad campaign, tradeshow exhibits and a new marketing collateral program.
Array Technologies
tracking solar successWhat We Did.
- Brand Development
- Brand Identity
- Logo Refinement
- Stationery Design
- Advertising
- Collateral Design
- Website Design
- Video Production
- Trade Show Invitations
- Trade Show Graphics
Strong brand programs have to do more than look good, they need to be flexible enough to serve a multitude of functions and maintain consistency while balancing the aesthetic latitude needed to keep it fresh.
The Array Technologies brand aesthetic served up a heaping palette of vibrant yellow and rich sky blue. Bland brands are easily forgotten. Bold is better.
Solar businesses almost always feature their product on bright sunny days. A case of “when your competition zigs, you should zag.” Our strategy for selling this utility-scale tracker was to feature its brute strength by promoting reliability in the worst of conditions. Dark, brooding and mysterious, this campaign rocked.
