power your tomorrow

Client: Clipsal Solar

Role: Brand Strategy, Integrated GTM

Impact: Certificate of Excellence and award-shortlisted launch; strong performance across awareness, trust and digital efficiency

As strategy lead, I helped launch Clipsal Solar into a market defined by deep homeowner mistrust and overwhelming complexity. Our insight was clear: Australians weren’t just looking for cheaper bills – they were looking for an energy partner they could believe in.

We built the brand from the ground up, developing the Power Your Tomorrow positioning, the visual identity, the digital experience and the go-to-market strategy. Leveraging Clipsal’s 100-year heritage, we positioned the new brand around trusted expertise, independent advice and easy-to-understand data that put homeowners back in control.

A multi-channel digital campaign simplified the category, answered trust barriers and reframed solar as a long-term partnership. The result was an award-recognised national launch, strong demand generation (CPC 7% better than industry average) and a brand platform built to take on big energy.

An infographic titled "Building a brand" displays brand colors, business cards, and digital mockups of a website for a solar energy company.
A man wearing sunglasses holds a smartphone, standing outdoors next to a car under a blue sky. The image promotes solar savings, indicating up to 60% savings, with a call-to-action button saying 'Get A Quote'.
A woman sitting on a blue sofa, smiling and holding a smartphone. Above her, a graphic shows air conditioning energy savings with a green gauge and text indicating $393 per year saved by using air conditioning.
A woman sunbathing on a pool float in a rectangular swimming pool, with a graphic showing the pool pump's annual savings of $1,393.