Freedom Energy: Brand Refresh & Website Redesign
Repositioning a South West solar and energy installer as a premium, technically-led brand, with a Framer website built to match
To reposition Freedom Energy, a Devon-based solar, battery, EV and electrical installer, as a premium, technically credible energy partner capable of winning larger commercial work, and to give that new positioning a brand and website that could carry it. The existing identity read as DIY and the old Wix site presented the business as a small installer, when the actual capability, accreditations and project portfolio told a very different story.
Freedom Energy came to Ceffoo with real credentials (MCS certification, Octopus Trusted Partner status, a growing string of commercial installations) but a brand that undersold all of it.
A full brand and website audit found a logo that felt DIY, no consistent visual system, and a Wix-built site that read as a small residential installer rather than the full-service energy infrastructure business it had become.
Working from a discovery questionnaire and competitor analysis (against Naked Solar and Sungift Solar), Ceffoo developed a full brand strategy and repositioning report, recommending a 'Future Energy Platform' direction: dark-first, typography-led and confident, closer to Tesla or Octopus Energy than a typical installer, built around the tagline 'Making light work.'
Three creative routes were explored before the recommended direction was signed off and developed into a full identity: wordmark, an energy platform icon mark, a near-black and neon-yellow colour system, and a tone of voice built for both commercial and residential audiences.
The new brand then set the brief for a full website rebuild on Framer, replacing the Wix template with a site engineered around the strategy: a residential/commercial split from the homepage, dedicated service pages for solar, battery storage, EV charging and electrical work, and accreditation shown as a core part of the brand story rather than a footer logo wall. Project pages were rebuilt as genuine case studies (system size, technologies used, savings, payback period, testimonials) rather than a simple gallery, directly answering the audit's call for stronger commercial proof.
Ben and the team were handed a fully editable site on launch, with Framer's on-page editing for everyday content changes and a CMS for anything that repeats (case studies, blog posts, team members), so day-to-day updates never need to go through a developer. The result is a site and brand that finally matches the standard of the work Freedom Energy has been delivering all along, positioned to compete for the premium commercial projects the business is aiming for next.