Case Study: BrightNight

How do you disrupt a market?

The Challenge

BrightNight is the first independent power producer that’s helping their customers meet the need for decarbonized electricity with reliable, renewable sources. Our client set out to demonstrate leadership while extending their brand, speaking to distinct audiences and setting their company up for future growth.

Markets & Services

MARKET DISRUPTION

Introduce an innovator

BrightNight’s site had to communicate how they’re pioneering a dependable and cost-effective solution that addresses the problems with intermittent renewable power. Their dispatchable (on-demand) solutions uniquely position them to meet ever-growing energy needs, as countries move to decarbonize. We helped BrightNight convey their value by highlighting what sets them apart: proprietary software, deep industry expertise, successful track record and strong commitment to their partners.

DIGITAL BRAND

Implement and extend a new brand

BrightNight asked us to bring their new brand to life online. Their site not only needed to implement the brand across the content and design—it also had to clearly show their preeminence in the industry. With updated imagery, infographics and icons, we demonstrated BrightNight’s differentiators through a cohesive visual experience.

DISTINCT MESSAGES

Design for specific audiences

BrightNight’s renewable power solutions are tailored to their customers’ needs, so their site had to speak directly to each distinct audience: utilities, commercial and industrial, and landowners. We designed their navigation and information architecture to create clear pathways for each visitor to find relevant answers. This foundation created a framework for translating complex terminology into digestible messaging, clarifying BrightNight’s services.

SCALABILITY

Build for continued growth

With their custom, innovative solutions to complex decarbonization challenges, BrightNight is poised for growth—and their website is too. Now they can easily add country pages as they expand internationally, as well as build out their library of case studies. We trained their team to monitor content performance and traffic sources with Google Analytics, so they can continue to scale their site and maximize their brand footprint.

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