MARKETING CONSULTANT
Concept to Community - Branding the SunDivision Pilot
SunDivision, Powered by StraightUp Solar
Services
Brand Development | Creative Direction | Hyperlocal Marketing
Challenge
StraightUp Solar wanted to test a new concept: a hyperlocal, “micro” group buy program designed to make solar more accessible to homeowners within a single subdivision. The idea was to simplify and amplify the benefits of going solar together—using pooled purchasing power, neighbor-to-neighbor referrals, and localized education. As a pilot program, it needed to be communicated clearly and compellingly to gain traction and trust.
Solution
I transformed the “SunDivision” concept into a fully realized brand and marketing toolkit tailored to neighborhood-level outreach. This included visual brand development, logo design, and messaging that balanced clarity with enthusiasm. To support education and engagement, I developed an animated explainer video (script, VO, graphics, animation) and a suite of hyperlocal marketing materials: a campaign landing page, referral kit with sell sheets, display ads, postcards, email marketing, and even a custom yard sign.
Results
As a pilot, the SunDivision campaign demonstrated proof of concept for branded, hyperlocal solar outreach. With 14% of engaged leads going solar, the effort sparked measurable adoption and laid the groundwork for future neighborhood-based initiatives. The full suite of branded assets and messaging now serves as a replicable template for community-driven solar programs.
Impact
The SunDivision pilot laid the foundation for a scalable model that makes solar adoption easier to understand and more community-driven. The campaign successfully moved homeowners from curiosity to commitment, with 14% of participating leads going solar in the neighborhood—demonstrating the potential of hyperlocal outreach paired with clear, compelling messaging.
Images courtesy of StraightUp Solar.
