Aurora Solar is a SaaS solar platform for advanced PV systems. In a fragmented and competitive B2B solar industry, it was critical to develop a brand that differentiated itself by clearly articulating its value proposition and benefits.
Working in-house, I led two teams - the Design Systems team, which created the UI and UX components to standardize and unify the product look and feel, and the Brand & Comms team, a full-service visual design team for all internal and external brand communications.
I collaborated with the founders, the head of design, and the VP of Marketing to create a visual brand identity with over 90% brand recognition in the solar industry.
Brand Identity Development
Working with leadership and stakeholders to develop Aurora's brand architecture, including purpose, mission, values, and voice and tone.
Maintained and evolved the brand identity.
Developed product imagery.
Campaign Concept and Development
To design a campaign that connects with the target audiences, we worked with our research team to design a survey to fully understand the customer persona.
We road-mapped a series of campaigns through brainstorming sessions to generate several ideas for a brand campaign focused on sales professionals. I then worked with an external agency to further develop the concepts for our various marketing channels.
The Brand and Comms team created hundreds of monthly ads for many formats and sizes across all marketing functions, including events, conferences, websites, social media, email, and Aurora's virtual conferences - Sunrise (product releases) and Empower (thought leadership). My team maintained the standards for these conference logos and imagery - evolving the visual language while staying connected with the brand standards. In recent months, we used AI tools such as Midjourney for image creation.
Selected campaign videos.
Product Design - Visual Development
We worked with illustrator Timothy Reynolds to create illustrations that articulated the various solar systems designed for residential and commercial/industrial purposes.
To connect Aurora's product and marketing sides, we developed the infographics and corresponding collaterals used for industry reports, websites, and in-product explainers.
