How Focused Branding Turned a Complex Service Suite into a Seamless Customer Experience, Driving Improved Sales

When Ampion, a leader in renewable energy support services, sought my expertise, they faced a unique problem. Imagine walking into a restaurant and only ordering the side dishes because you didn’t understand the full experience the chef had crafted for you. That's the problem Ampion had. While business was good, they were stuck in a loop of talking about individual features of their services, inadvertently inviting customers to pick a few services at a time. The result? Customers missed out on the full value Ampion could offer, and Ampion found it challenging to sell their complete, game-changing solutions. That's where I stepped in to help them articulate their real value and give their brand the identity it deserved.

Just as a chef wouldn't serve an exquisite meal on a paper plate, Ampion needed their brand to match the quality and complexity of the solutions they offer. What follows are selected pages from the brand guide that encapsulates everything from the core value proposition to website design—ensuring that customers get the full Ampion experience. Let's dive in.

What’s in a name? A good one reflects the organization’s mission and personality. Ampion’s original name, AcadiaMicro, did neither.

A series of workshops conducted to identify core attributes of the brand uncovered the founders’ activism in support of state and federal solar energy policies. “Champions of clean energy” became an early catchphrase for the brand. The new name, Ampion, is derived from the word “champion” and built on thematic words: “amp” and “ion.” The name conveys both the function of the company and the passion for renewable energy expressed by all the employees.