Brand Challenge
NEXTracker is a growing clean tech company led by industry veterans that are pioneers in the development of the solar industry.
While NEXTracker products, service and collective expertise is greater than the competition, they are a young company selling into a conservative (Utility and Power Company Customers) market that values longevity, proven performance and bankability. The brand challenge was to redefine the brand in a larger mission-based way and to help them communicate their story of unparalleled expertise, design innovation, financial performance, and rock solid support and reliability.
Brand Solution
A bold visual brand was created with the core identity comprised of a brandmark and symbol that literally conveys advanced solar tracking technology, reinforced and supported by a visual brand system of dramatic photography and a striking color palette of yellow and black. This was combined with an equally aggressive verbal brand narrative with the theme "Power On. Advancing the power plant of the future".
Brand deliverables included:
- Brand positioning idea
- Brand tagline
- Brand identity
- Brand visual system
- Brand narrative and messaging platform for key audiences
- Print and digital advertising
- Website redesign and development
- PowerPoint overview
- Collateral System
- Exhibit design
- Corporate office interior design
- Signage
- Brand photography
- Brand guidelines