Interest in solar is high, but inertia reigns as consumers struggle through the logistics and look for trusted companies. SunRun asked FINE to help answer demand with an enhanced brand online and a simple, compelling window into their product offering. The first step included a quick corporate identity update. But the primary re-brand was digital, creating a richly informative and warmly inviting online environment. .
In categories with steep learning curves, sites often load visitors down with immediate content oversaturation. The SunRun site unfolds based on user actions. Those interested in detailed content can easily find it; those who prefer to wade in as casual skimmers get digestible solar power background at their own pace. The art of carrying a visitor from initial search query through landing page through to conversion requires careful attention and a commitment to evolution.