(Case Study)

Public Service Solar

Brand differentiation wins in competitive markets.

Overview

Public Service Solar provides residential solar, battery storage, EV charging, and roofing services across multiple states. Operating in a crowded and incentive-driven market, the company needed a clear, differentiated brand position and credible digital presence to compete against larger, well-known providers. We designed a complete brand identity and built a new website to drive leads and support growth.

Sector

Energy & Utilities

Deliverables

Brand Guidelines

Brand Identity System

Brand Positioning

Brand Strategy

Creative Direction

Website UI Design

Wordpress Development

Challenge & Approach

Public Service Solar faced a specific positioning challenge: how to present themselves as the premium installer they are, with best-in-class components and industry-leading warranties, while still feeling like a local, dependable contractor that can stand out amongst a sea of lookalike brands and faceless, national providers.

We developed a brand position and identity system built around premium quality while maintaining an approachable, local tone. The website was structured to explain services, materials, and installation standards, emphasizing details that other competitors often obscure or upsell. Search optimization with local and regional SEO was integrated into the site’s architecture and content to support long-term visibility, prioritizing trust over aggressive lead tactics.

The Insight

In a market crowded with solar providers making nearly identical claims, Public Service Solar's real differentiator wasn't visible in their existing brand. Rather than competing on the same environmental messaging as every other installer, we built the brand around reliability, professionalism, craftsmanship and regional authority. We positioning them as a trusted home services provider who would be a long-term partner to the homeowners they served.

Outcome

The new brand and website improved search visibility, with a 117% increase in organic search compared to the prior year. More importantly, this traffic included a high volume of quality leads, so much so that Public Service Solar stopped running paid ads completely in the second half of the year. The digital system now supports growth and reinforces the company’s position as a high-quality, locally trusted installer.

117%

Organic Search Traffic Increase

What they said

Eric designed and developed our company's website as well as rebranded our company. You can have the biggest company in the world and use Eric and his team and not be disappointed. You can also have a smaller, regional company like ours and be put on a trajectory for greatness with an [Elliot&] website as your base. We are blown away by what he was able to do for our brand.”

Andrew Contrino

Chief Marketing Officer