Eversun, 2024
Repositioning Eversun: A Strategic Rebrand for Market Differentiation
Brand strategy and design, UX/UI design
Role
Brand Designer
Timeline
3 months
Team
6 members
Tools
Adobe Suite, Figma
Before we begin, what defines Eversun?
Eversun is a French Tech renewable energy startup dedicated to providing innovative solar solutions. At the cross roads of sustainability and domotics, Eversun offers solar photovoltaic installations with smart energy management tools accessible through flexible financing options.
How do you position a solar startup as a tech innovator, not just a provider?
Eversun's positioning was like any other solar company in Europe providing solar installations. The challenge was to create a distinct brand identity that stood out from fierce competitors, and elevating the brand from a functional service to a tech-forward, innovative energy partner, positioning it as the market leader.
What was holding Eversun back from standing out?
Before kicking off the design phase, I conducted a research & discovery phase to learn more about consumers' perception of the brand, summarized here:
- Through active monitoring and social listening across key channels using tools like Brandwatch, I found that Eversun’s value proposition wasn’t resonating. Consumers viewed it as just another solar brand making empty promises, with little trust or authority in a market flooded by scams and greenwashing.
- During the competitive benchmarking phase, it became clear that Eversun’s brand touchpoints, from its website to its marketing materials, did not reflect the French tech startup that stakeholders envisioned. This misalignment diluted the brand’s potential and hindered its ability to resonate with a modern, innovation-focused audience.
- The visual branding, tone of voice, and overall user experience echoed generic industry norms.
How Can Eversun Differentiate in a Saturated Solar Market?
To develop a clear and differentiated brand positioning for Eversun, I conducted a thorough assessment using strategic tools such as competitive benchmarking, SWOT analysis, audience segmentation, and blue ocean strategy.
This process allowed us to identify key visual and verbal differentiation opportunities, ensuring that the brand stood out in a competitive market.
The identity prism framework helped us highlight the major keywords to focus on during our concept development. The keywords were selected based on our customers' interests.
For instance, the customers always expressed concern regarding their houses' aesthetics, the finish, and the appearance of the solar system on their roofs. They were always skeptical about the technology used, wanting the most advanced on the market. Crossing that with the brand values, these keywords defined the rebranding and the new image to be established for Eversun.
Design Concept: The beauty of the light
While all the other competitors were trying to find different ways to visualize the sun, my main focus was the light. It's through light - not the sun itself - that the energy is provided.
This moodboard shows the different aspects of the light, in its flares, pastel hues, and strong contrast. As well as the tech aspect, in the gray tones and metallic effect.
From Generic Solar Player to Tech-Led Market Catalyst
CPL (cost per lead)
-71.7%
(from 53€ to 15€)
Lead Conversion Rate
+22%
TrustScore
+1.3 points
(From 2.8 to 4.1/5)
Brand attributes (tech)
+35%
Brand Awareness Surge
Achieved +40% branded search volume growth and 2.5x unaided recall in target markets, establishing top-of-mind presence for "solar tech innovation" in France.Trust & Perception Shift
NPS increased by 15 points with 30% fewer "scam" mentions in social listening data, signaling successful repositioning as a credible tech partner.Faster Sales Pipeline
25% more high-intent quote requests and 5-day shorter sales cycles for leads engaging with rebranded touchpoints, proving reduced market friction.Competitive Share of Voice
Captured 22% local market conversation share (vs. 8% pre-rebrand) through SEO and community engagement, outpacing category growth by 3x.