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Making solar energy feel accessible, simple, and within reach for every Mexican household.
SolarYa's founder came in with a clear sense of what the company stood for and an early exploration of how it might look. It wasn't a finished logo, it was a starting point, a sketch of an idea that needed shaping, refining, and bringing properly to life.
The work was to take that founder's instinct and build something around it that could hold its own in the market.
SolarYa aims to make solar energy accessible and affordable for middle-class households in Mexico, with plans to expand across LATAM. Their model removes every barrier: zero upfront costs, flexible leasing, and complete maintenance included. The product was solid. The brand wasn't yet.
The challenge was to build a visual identity that felt as approachable and trustworthy as the service itself, one that could cut through a cluttered market, speak directly to families weighing up their energy bills, and hold up as the company grew into new territories.
The Mexican solar market had a trust problem. Competitors were either scrappy local installers with no brand presence, or polished tech companies that felt expensive and out of reach. SolarYa's opportunity was clear, but only if the brand could earn confidence at first glance.
The primary audience: middle-class Mexican households with high electricity bills, where purchasing decisions are often a family consensus, with mothers playing a significant role. Research surfaced the key pain points: fear of upfront costs, distrust of complex contracts, and a lack of post-installation support. The brand needed to resolve all three before a word was read.
SolarYa faces two types of competitors: independent installers who lack formal branding and feel unreliable, and tech-forward players like ThinkBright and Enlight who feel expensive and impersonal. The audit revealed a gap: no one in the market was combining genuine warmth with credibility. That space was SolarYa's to own.
The positioning locked in around four keywords: accessible, simple, solar, ya. That final word, "ya" meaning "now" in Spanish, captured the brand's promise of immediate, hassle-free action. The tagline followed naturally: Accesible. Simple. Solar. Ya. Modern and trustworthy, with savings as the lead motivator and complexity stripped away entirely.
The brief called for a logo that felt warm, modern, and instantly readable, one that could work across digital, print, and out-of-home without losing its character. Several directions were explored, ranging from a playful wordmark to a bold geometric emblem, before the sun-within-the-O direction emerged as the clear favourite for its combination of clarity, warmth, and scalability.
The final identity pairs forest green, signalling sustainability and reliability, with sunset orange and solar yellow for optimism and energy. The sun icon embedded in the wordmark is immediately legible at any size, from a phone screen to a billboard. Together the system gives SolarYa something the category was missing: a brand that feels as good as its promise.
