Pine Gate Renewables

THE SITUATION

Pine Gate Renewables (PGR) was a maturing solar utility startup. It had the operational track record for a credible, distinctive story, but had not yet written it. With huge growth ahead, PGR needed to get the story straight and learn to convey the emotional core of the brand.

OUR CONTRIBUTION

Solar power is still a developing market with wildly diverse competitors. PGR stood apart by both developing and operating its solar farms - which meant many audiences to address. We conducted research interviews with landowners (in different stages of projects), finance partners (across debt and equity), and energy consumers (corporate offtakers, utilities, and brokers). We learned how PGR could earn trust with each, as custodians of the land, dependable business partners, and experts who could see projects through to completion.

THE BENEFITS

A large, inclusive workshop at the start brought everyone into the room and the problem space. We framed the challenges and opportunities together, so each person could see their role in the ecosystem. When we presented our findings, every team understood the rational and emotional needs of its audience, and how its own work fit the whole. They could tell one story with different priorities - internally consistent, adapted to each audience.