Mounting Systems has gone through a turbulent market competition as a manufacturer of photovoltaic racking systems. With the end of government subsidies, the solar industry has entered an era of economic maturity. Surviving in the market largely depends on corporation’s flexibility, efficiency and cost-effectiveness. Assigned as the Lead Designer together with a small team, we have worked on the brand overhaul and product campaign.
Following the design overhaul, the new product Sigma Tracker is strategically an important product for the company. We teamed up to create a product campaign to encapsulate Mounting Systems’ services: a digital and spatial brand experience. The branding strategy was based on the idea of the “visionary developer”: By focusing on the solid manufacturing know-how and the company's ability to strategically respond to the global market trends in the renewable energy sector, the brand was able to better its core competencies address.
We designed an extensive corporate image and product campaign consisting of internal and external corporate image and communication. In order to give the branding strategy even more credibility, the initiated transformation process will be continued successively, with the imminent introduction of the new brand claim “maximum / minimum”. The planned publication of an image book then continues the introduction of the claim in an abstractly entertaining way, illustrating it with the help of technical and natural metaphors. Charismatic, original and memorable, the book places the brand message: It illustrates the identity of the company as a “visionary developer” with the unique selling point of future-oriented efficiency paired with solution-oriented pragmatism.
With the follow-up major projects and expansion, the company is celebrated by both clients, employees and investors. Mounting Systems is able to demonstrate its high product and service quality for projects of this size. A true transformation of a service to an agile solution provider.
Creative Direction - Ian Warner
Design Lead - Evey Kwong
Copywriting - Sonja Knecht
Animation - Ioannis Efstathiou
Photography - Ramon Haindl
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