FusionSolar, Huawei/华为

Team: Leon, Yaki, Danyi

Role: Creative Lead, Brand Strategy, Visual Direction

With the acceleration of the global energy transition, photovoltaics (PV) has entered the grid-parity era, making comprehensive digitalization and intelligence the inevitable trend for industrial technology upgrades .
Previously, customer perception of “FusionSolar” was confused, viewing it merely as a Huawei “product line,” “solution,” or “App name” (with the App experience having generated some negative feedback). It relied on the endorsement of the Huawei parent brand and lacked a clear, consistent brand identity and core value proposition .

1,Based on quantitative research covering 25 countries globally and in-depth interviews with internal and external stakeholders, we extracted FusionSolar’s core capabilities, and derived competitive brand proposition: “All-Scenario Smart PV Leader“. Established four brand value pillars and the core value slogan “Making the most of every ray”.

2, Building upon the top-level strategy, successfully delivered the end-to-end design of the brand Logo, Visual Identity System (VIS) architecture, and a complete set of visual designs for the global launch event.

At the end it support the brand’s successful expansion and commercialization in the global market.