Challenge
Led by Dr. John MacDonald of MacDonald Dettwiler and
Associates fame, Day4 Energy was founded in 2001 with the goal of
revolutionizing solar power use in residential, commercial, industrial
and utility power generation. The company designs and builds
leading-edge, high-performance solar electric modules based on its
patented Day4® Electrode technology. As a start-up company, Day4 lacked a
strong identity to communicate its value to customers and investors.
Action
NextPhase’s first task was to create a corporate identity
that reflected the founders’ vision. We worked closely with the Day4
team to ensure that all stakeholders were able to share their input.
Once this exercise was completed, we proceeded with developing a
brochure, display banners, advertising and a PowerPoint presentation. An
improved online presence with a new website was subsequently created as
well.
Results
Day4 Energy had little presence in the marketplace when
NextPhase commenced their branding and marketing communications
initiative. Starting at ground zero, NextPhase produced the required
tools to help position the company to grow from no sales to over $78
million in 2008, as well as completing a successful IPO that raised over
$100 million from the public marketplace. Dan Murray, Day4 Sales
Manager said “The NextPhase Strategy team…did an excellent job of
translating our vision into a corporate identity…they provided valuable
input in terms of overall design, look and feel, and consistency of
messaging in all the material they produced.”
