Ágil Solar rebranding

A brand that grows with energy

Client: Ágil Solar — Photovoltaic Energy
Divisions: Dls/ Comunicação
Tags: Branding Visual identity Brand guidelines Franchisee kit Signage Uniforms Fleet Solar energy
Scope: Rebranding, brand guidelines and an application kit for franchisees

Instalador sorrindo, de capacete amarelo e colete refletivo, com os braços cruzados diante de uma malha azul de placas fotovoltaicas e, ao fundo, um parque solar ao pôr do sol.

Challenge

Ágil Solar came to Dls/ in the middle of a national expansion, with roughly 20 units. Founded in 2020 and turned into a franchise network in 2021, the company was already growing fast — 80% expansion in a single year — but faced a problem common to brands that grow faster than their own identity can sustain: standardizing their verbal and visual language.

The starting point of the diagnosis was validating which attribute actually drove the end customer's decision. The research and immersion phase confirmed that agility — in the sales response, in the installation, in the return on investment — was the real trigger of consumer choice at the first stage of the funnel, distinct from the customer-retention attribute, service and relationship, sustained throughout the post-sale journey. That separation is what guided the construction of the symbol: the brand did not need to describe the solar industry, it needed to embody the attribute driving the customer's decision.

The brand

The redesign is born from the overlap of two opposing solar panels, forming the letter "A" — the brand's initial, built at an angle that conveys speed. Keeping the industry's visual vocabulary (the photovoltaic panel) was a deliberate choice: Ágil Solar needs to be instantly recognized as a solar energy brand by an audience that still has little technical knowledge of the category.

Assinatura principal da Ágil Solar: o símbolo em azul e laranja ao lado do nome ÁgilSolar e do descritivo Energia Fotovoltaica.

Franchise system

A franchise brand with dozens of units spread across several states only survives scale if its identity is built to be applied by different marketing teams without losing consistency. That is why the rebranding extended into brand guidelines, an application kit for franchisees, storefront guidelines, fleet, uniforms and standardized social media.

+80%

growth in 2022

R$40M

in projected revenue for 2023

Fachada de uma unidade franqueada da Ágil Solar: letreiro azul com a assinatura em relevo e vitrine com a chamada “Gerando economia e sustentabilidade” e a oferta “Financie até 100% do seu projeto”.

Papelaria da Ágil Solar em perspectiva sobre fundo laranja e branco: papel timbrado, cartões de visita, envelope e cartão-mensagem com a malha de placas.

Dois blocos de cartões de visita da Ágil Solar sobre fundo azul: a frente branca com a assinatura e o verso azul com os dados de contato e a malha de placas.

Caderno azul com a malha de placas em linha e a assinatura da Ágil Solar, ao lado de uma caneta laranja, sobre fundo laranja e azul.

Modelo de e-mail da Ágil Solar com a assinatura de rodapé: nome, função, telefone e redes, ao lado do símbolo e da malha de placas.

Dois crachás da Ágil Solar pendurados em cordões, um laranja e um azul, com foto, nome e função do técnico.

Três posts da Ágil Solar em sequência sobre fundo laranja: o instalador com a chamada “Gerando economia e sustentabilidade”, o símbolo desenhado em placas fotovoltaicas e a oferta “Economize até 95% em sua conta de energia”.

Results

Little more than a year after the new identity went live, Ágil Solar recorded 80% growth (2022), consolidated around 800 completed photovoltaic microgeneration projects and projected doubling its revenue to R$ 40 million in 2023, expanding the network into new cities across inland São Paulo state under the same brand system created to sustain that pace of growth.