A new identity, for a more technological brand
Context
In 2021-2022, Sunology was no longer just a startup selling a solar kit. It became a true technological player in the energy transition. The 2020 identity (marked by editorial typography like HCo Quarto and Ringside Wide) showed its limits when structuring a complete product range (PLAY, HOME). The ambition of this new Brand Book was clear: pivot towards a visual identity that was resolutely more technological, authoritative, and aspirational.
Role
As the guarantor of the digital experience and growth, my role was to steer this rebranding project with AD Jonathan Villaumé. I led the iterations by providing constant feedback to ensure the creative vision met "Digital First" imperatives (UI contrasts, mobile legibility, impact for Social Ads).
I was responsible for the final decision on validating this Brand Book, thereby sealing a visual direction capable of supporting our product scalability and aggressive conversion (CRO) goals.
Productions & Key Focus
The climax of this redesign was the delivery of the 2022 Brand Book. This foundational document goes beyond simply listing colors or fonts: it defines the very architecture of the brand, its technological intent, and the golden rules that would dictate all our acquisition campaigns, the e-commerce interface, and the mobile app design for years to come.
Palette Principale
Typographie
Transforming the inexhaustible energy of the sun into clean, accessible, and powerful electricity for every home.
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
The Logotype System
Master Logotype
The starting point of the identity, the master logotype is composed of the name and its iconic symbol: the 'cruci' (the '+'). This powerful sign is an amalgam representing both the radiation of the sun and the technical rigor of a solar panel. It also offers a perfectly balanced geometric shape, very easy to set in motion for UI or video animations.
Gamme PLAY
Plug & play solar station. The range name aligns rigorously with the master logotype to retain the DNA.
Gamme HOME
Premium solar roof. The range name aligns rigorously with the master logotype to retain the DNA.
Gamme STREAM
The monitoring app. The range name aligns rigorously with the master logotype to retain the DNA.
Asserting the sector
The architecture also provides variations incorporating the nature of the business. This allows Sunology to impose its sector ('Solar') directly in the brand reading, a strategic choice for evangelizing a general public target discovering this market.
Symbol & Typography
Creation of a strong symbol (the '+'), a conceptual amalgam of solar energy and technique. In parallel, the Britanica Standard family (Santi Rey) replaces serif fonts. This geometric neo-grotesque brings the legibility and technological neutrality ('BIG BOLD LETTERS') needed to ground the brand's claims.
Colors: Precision & Energy
Adoption of a fluorescent yellow (Safety Yellow) for energy, coupled with authoritative greys and blacks. For digital interfaces (UI), a System Blue was conceived from the start to separate actions (Call-to-Action) from the rest of the brand.
Digital Omnipresence
The photographic system plays on contrast: raw/natural materials against equipped interiors. Photos are treated with Grey/Black filters for technological data, or Yellow/White for lifestyle, using the symbol as a watermark pattern.
Brand Architecture
A scalable system: PLAY, HOME, and later STREAM. The guideline 'this is SOLAR' gathers all these variations under the same structured banner.
The Assessment
Four years of intensive production have proven the immense accuracy of this direction. Initially designed to support the structuring of the catalog, the identity not only absorbed the brand's hyper-growth but also proved its flexibility in the face of new challenges (digital products, applications).
The rigorous use of Britanica combined with Safety Yellow established a strong visual standard, making Sunology instantly recognizable in the energy landscape. Today, this universe is continuously refined: integration of photorealistic 3D, dark mode interfaces for the STREAM app, and adaptation to daily commercial pressure (Social Ads, CRM).
The original concept opposing the warmth of nature to the rigor of technological data is deployed on a large scale. All this remains perfectly aligned with the intent of the 2022 brand book: a foundation ("BIG BOLD LETTERS", asymmetry, pure palettes) authoritative and robust enough to capitalize on the existing without ever needing a complete reset.