Enphase Energy
Enphase is a global solar technology company based in Petaluma, CA. When I started, it had a large and passionate solar installer fanbase, but wanted to make the transition to engaging homeowners directly. This effort started with a complete overhaul of Enphase.com and went on to include new branding and messaging materials shared across Enphase marketing and sales teams, email campaigns, brochures, advertising, blog posts, and more. (In addition to the samples shown here, feel free to click around on www.enphase.com for more of my work.)
For the new Enphase.com, I worked closely with a small team of designers to create a site in which imagery and text work hand-in-hand to make complex technology seem accessible to anyone (but at the same time, one that didn't talk down to technically savvy installers). I helped create a 100+ page content map and plan and design the layout of each page in addition to writing the copy. My aim was not only to help our audience understand how our technology worked, but get them excited about it.
The front page of a new homeowner-facing brochure.
Images like this home diagram were often the best way to convey our technology at a glance. To match the image style, I used minimal text and simple, jargon-free language to make it easy for people to understand how our products worked together.
The Enphase Installer Network aimed to intercept people who searched the web for "solar installers" -- which meant a brief window of opportunity to convey who we were and what we offered, in addition to convincing them to find an installer using our network.
An example image slider for the Enphase homepage.
When our new solar battery launched in Australia, my first task was to explain how solar batteries work, and why you might want one. I collaborated with my design team on a pair of informational web pages that laid out everything a homeowner could need to know about energy storage. It became a resource linked to by Australian energy media outlets to help explain storage to their own readers. (See the rest here.)
We wanted our readers to come away with a thorough understanding of solar batteries (but one you didn't need an engineering degree to understand). I asked our engineers to explain to me why solar batteries were seemingly everywhere in the news all at once -- and broke down their answers for an average reader.
An early mockup for the Enphase booth at Solar Power International, the industry's biggest trade show. The "Brilliantly simple" and "Simply brilliant" pair of taglines were meant to catch someone's eye across an exhibit hall and introduce our new, more advanced solar technology by reinforcing its biggest selling points -- its intelligence and its ease of use and installation.
A webpage promoting and explaining our API integration with Nest was a later addition to the site. Since it was linked to from the Nest website in its "Works with Nest" section, it was also an opportunity to promote ourselves to Nest customers who weren't familiar with Enphase. (See the rest of the page here.)
Our sales team requested a tool they could use with customers who asked about our new solar panels compared with Tesla's. I talked to colleagues from various departments and conducted my own research to put together this piece analyzing Tesla's solar roof tiles. (Click to enlarge.)
As part of our website redesign, I worked with Enphase hiring managers to imagine and write a new Careers page that captured the brand image they wanted to convey. The page is concise, but gives prospective employees an at-a-glance overview of Enphase’s values and top reasons to work there.