Switch Trading
A solar-equipment trader given a voice: the SW!TCH wordmark, a photographed campaign about who should not be installing your panels, and everything that followed.
Overview
When Lebanon’s grid collapsed, everyone started selling solar. Switch Trading, an authorised distributor for Growatt and MUST, needed to look like the serious option. Black built the brand from the wordmark up and then gave it a campaign with a point of view.
Challenge
Dozens of new sellers, identical product photos, price wars on Facebook. Switch had real engineers and authorised distribution certificates but no way to make that visible.
Approach
A yellow-and-black system with a switched ‘I’ in the wordmark, then a campaign shot with real people: a greengrocer, a carpenter, a mechanic, a chef, a barber, each with the line ‘this is a … not a solar-energy specialist’. The same system carried product posts, Black Friday offers, a university outreach series, warranty cards, business cards, stamps and a catalogue website with spec sheets for every product.
01 · identity
Identity
02 · social
The campaign
Six portraits, one idea. The series ran across Instagram and Facebook and became the brand’s most recognised asset.
03 · social
Product and offer posts
Inverters, lithium batteries and bundles on the same diagonal system, with prices, cycles and warranties stated plainly. A university series taught the basics of surge protection and panel choice.
04 · production
In the world
The panels the brand promised, and the paperwork that came with them.
