Client Alfred Energy

“Making full use of the potential” meant above all managing energy flows so that owners wouldn’t lose money when electricity prices were low. But SOLSOL also wanted to reach installation companies that set up and oversee the plants. These companies needed something quite different – mainly a clear view of technical details. The result was essentially two apps under one roof.

And that was to become Alfred. Smart and healthy management for solar power plants.

It was immediately clear to us that to successfully launch something this complex, a communication strategy alone would not be enough.

From theory to testing: the UX of the monitoring centre

„Companies using standard monitoring software are overwhelmed by trivial notifications. Among tens of thousands of messages it’s easy to miss the 2% of truly critical issues that need immediate attention. That’s exactly what the monitoring centre is designed to solve.“

Jan Junek

Lead Designer at Proof & Reason

The name has to fit like a suit

And why Alfred? Armed with a full package of values, vision, mission and research results, we approached leading brand consultant Karel Novotný, who within a matter of days came up with exactly the right name. A name that expresses everything we wanted to say about the brand in a single word.

• Alfred is human, but the purpose of his existence is to help.
• Alfred stands back, but steps in whenever needed.
• He is intelligent and independent. But always on your side.
• Even Batman has an Alfred. That’s what you want.

It was clear that Alfred needed his own face. A mascot. The research also showed that most competitors have nothing of the sort, making it not only a way to bring Alfred closer to people, but also to brilliantly differentiate him on the market.

And we still had to give Alfred a proper coat.

Through a careful analysis of competitors and market trends, we found the direction we definitely didn’t want to take. There were already plenty of sterile, technocratic energy brands out there, as well as recycled greens.

Fortunately, Alfred is completely different on the inside, so he can be different on the outside too.

Here too the research helped. It turned out that in the solar energy market, only 3 companies use yellow. And only as an accent colour at that. For Alfred, yellow was therefore the obvious choice. It stands out brilliantly, relates beautifully to the core of his business, and thanks to it you will never mistake Alfred for anyone else on the market.

We added an equally striking indigo, which competitors don’t use at all. For emphasis. And to make Alfred’s lightning butterfly visible at first glance.

Safe travels, Alfred!

And then? Just the landing page, which we were able to simply switch on thanks to the solid strategy work already done.

Built on the proven, data-backed framework The Six-Point Punch. And with the new visual identity. You can’t miss Alfred, you recognise him at first glance, and he comes across as both solid and friendly.

And that’s where our brand launch work ended. We handed Alfred over to the Kaleidoo agency, which is responsible for long-term communications. From us he received an analysis of the market, qualitative and quantitative customer research, a carefully defined brand including its values, and a marketing strategy.

It was months of intense, high-voltage work that would have taken at least twice as long without overtime and the complete focus of the entire team. We also helped select acquisition channels, set pricing and resolve dozens of smaller details that don’t fit into a case study. But we believe the results speak for themselves.

We continue to improve the CX of the monitoring centre for installation companies. And for the rest of Alfred, we now just keep a watchful eye from a distance. We wish him plenty of energy for his continued service. We believe we gave him the best possible start.