This is the rebranding of American clean energy company Palmetto. This rebranding is notable for focusing on the values people truly desire, rather than using the climate crisis as a persuasive argument. By emphasizing cost savings, energy independence, and the desire for guilt-free choices, the company presents renewable energy as an attractive option, not an inconvenient obligation.
CEO Chris Kemper has spent the past 15 years persuading American households to switch to renewable energy. In the process, he recognized the limitations of eco-friendly living, which has always required restraint and inconvenience. The conventional narrative of conserving electricity and bearing costs has hindered widespread adoption. Palmetto has changed this by building a marketplace and a new financing model that encompasses solar, battery, and electric vehicle charging.
The core of this brand strategy isn't a call to action, but a suggestion for change. Instead of demanding a cessation of fossil fuels, the approach is to transition lifestyles to renewable energy. It emphasizes the freedom and comfort of energy use, promising abundance rather than sacrifice. This narrative resonates regardless of political stance.
The rebranding was carried out in collaboration with British design studio Ragged Edge. The logo, designed in a relaxed and generous script style, evokes the feeling of being nestled in a warm home. The illustrations and art direction move away from the dry imagery of sunlight to depict scenes of energy-efficient living. The signature color, Palmetto75 Red, evokes the warmth of a well-heated space, and the dedicated typeface, ABC Solar, reinforces the bright and relaxed atmosphere.
The language strategy is also provocative. Instead of emphasizing moderation and morality, Palmetto emphasizes a commitment to energy. The website itself is designed to offer a different experience from traditional solar power providers. Instead of artificial imagery, it focuses on the values users truly desire.
