Client/Company: Solar Butler, a solar services startup created to clean, repair, optimize, and upgrade existing residential solar systems - especially for customers abandoned by their original installation companies.
The Challenge:
As solar adoption surged, so did customer frustration. Thousands of homeowners were left stranded after their original solar installers went out of business. These “solar orphans” had no one to maintain or troubleshoot their systems. The opportunity was clear: create a new kind of company - one focused on proactive service, long-term care, and customer confidence.
The challenge was building a brand from scratch that felt premium, trustworthy, a little witty - and scalable.
My Role:
As Creative Marketing Director, I led the creation of Solar Butler from the ground up. My scope included:
- Brand strategy and naming
- Visual identity development
- Productization of services
- Campaign concepting (print, digital, out-of-home)
- Website UX and copy direction
- Vehicle branding and launch collateral
What I Did:
1. Built the Brand from Scratch
- Named the company Solar Butler to suggest white-glove care, trust, and loyalty. Designed the logo and visual system around this identity—centered on a bowtie icon, minimalist color palette, and clean typography. Developed tone of voice: confident, friendly, and slightly cheeky.
- Named the company Solar Butler to suggest white-glove care, trust, and loyalty. Designed the logo and visual system around this identity—centered on a bowtie icon, minimalist color palette, and clean typography. Developed tone of voice: confident, friendly, and slightly cheeky.
2. Turned Services into Signature Products
- To elevate perceived value and improve clarity, I developed distinct branded names for each service:
- To elevate perceived value and improve clarity, I developed distinct branded names for each service:
SolarScope™ – Diagnostic visual inspections
SunPolish™ – Professional solar panel cleaning
EcoSync™ – System optimization and tuning
GridReset™ – Repair and system reinstalls
AmpLink™ – Level 2 EV charger installations
PowerVault™ – Battery backup system installs
Phantom™ – Pest deterrent and critter guard services
Each name is supported by its own visual mark and marketing language.
3. Designed the Website Experience
- Led strategy, structure, and UX for mysolarbutler.com. Created conversion-focused sections that clarified the offer, addressed pain points, and educated users. Balanced high-end visual design with simple, confident copy.
- Led strategy, structure, and UX for mysolarbutler.com. Created conversion-focused sections that clarified the offer, addressed pain points, and educated users. Balanced high-end visual design with simple, confident copy.
4. Directed Launch Campaigns
- Created witty, character-driven visuals and headlines for early launch campaigns across print, digital, and outdoor:
- Created witty, character-driven visuals and headlines for early launch campaigns across print, digital, and outdoor:
Valpak direct mailers with messaging like “When was the last time you cleaned your solar panels?”
Billboard series including “Solar company ghosted you?” and “Stay charged when the grid goes dark.”
Monster-themed ads for SolarScope™ inspections (inspired by ghosts, grime, and energy vampires)
Branded van wrap with clean curb appeal and bowtie-mark iconography
Results:
- Launched Solar Butler with full brand system and web presence
- Created a service vocabulary and brand architecture built to scale
- Positioned the company as a clear category leader in a chaotic post-installation solar space
- Established trust and differentiation from day one