Illuminate USA
Building a Brand From the Foundation.
Illuminate USA provided an amazing opportunity to start with a brand at the ground level. They were in the beginning stages of building their brand and the factory and workforce had not yet been built or established when I began working with them. With the beginnings of a brand and an idea of what they wanted to accomplish, we came up with a brand strategy, took their look and feel, and ran. I led the creative this creative evolution of their brand into a sophisticated and confident leader in the US solar industry. This included awareness and recruitment campaigns in order to full staff the Pataskala, Ohio based plant as they grew to full production and also to help manage brand sentiment in an area where solar was seen as a potential threat by the local population and those who opposed it.
The demand was so high at the initial hiring events that they had to be paused due to the hiring staff being overwhelmed by qualified applicants, and in the first year we helped to hire over 1,500 associates.
To communicate brand awareness we produced over 25 videos within the first year of business. A special project of mine was directing and producing a How It's Made style video documenting Illuminate USA's innovative manufacturing process. Not only was this video able to be used as an educational tool for associates, but also as an asset that could be brought to events and shared at trade shows. This video was a true partnership between leadership, engineering, production, content, and creative at Illuminate and Hunter.
In addition to print, web, social, event, and digital marketing, we were also tasked with developing experiential and environmental pieces for this client including the on-site showroom in the factory (in development), events, and trade show experiences with a range of audiences from industry professionals to the local community and children.
2.1M+
Reach
13M+
Impressions
55K+
Clicks
300%+
Increase in Website Visits
