It's 2015. Global temperatures shatter the record for warmest year since record-keeping began. Elon Musk launches the Tesla PowerWall. And the Coalition government declares Australia to be on the cusp of an ‘ideas boom’.
How do you make a revolutionary start up appealing to everyday Australians?
Shaking up solar energy.
Evergen is a start up aiming to quietly reshape Australia’s domestic solar energy market. Jointly funded by CSIRO and AMP Capital, it’s the smartest energy appliance system you can get for your home. The product – solar panels and an integrated battery, coupled with an intelligent energy-management system – is truly innovative.
The challenge Evergen faced was in striking the right balance. On one hand it wanted to be seen as a warm, friendly energy start up, offering cost-saving convenience for the home. On the other, it had to communicate cutting edge technology, by leveraging the credibility and heritage of its formidable-yet-faceless institutional roots.
Homes that work smart.
Our solution was both refreshing and reassuring, cutting through a crowded, tech-driven category. By positioning the brand as a lifestyle product for the home, we created a visual and verbal identity that aligned Evergen more closely with the most sophisticated home appliance brands.
Intelligence in action.
Taking the wave-like motion of the sun as reference, we brought an expressive curve into the visual system. This was reinforced by the rounded type of the Evergen logo and pastel accents of colour. Every touchpoint, from customer communications through to user interface and experience design, has been carefully considered. The result is a brand that feels warm, yet progressive.