We started with the sun. Now we think bigger.

Challenge
Sweden’s energy transition is accelerating. The solar market is not.

In a category shaped by price pressure and very similar messaging, two of the country’s largest and most experienced players, Solkompaniet and EnergiEngagemang, decided to merge. The business logic was clear. The brand logic was not.

How do you avoid confusion and turn a merger into momentum? How do you signal scale without losing entrepreneurial credibility? How do you move from being installers of solar panels to leaders of the transition?

The challenge was not to explain a merger. It was to define a future.

Solution
We created Alstra Energy.

Not as a compromise between two legacies, but as a shared direction forward. The platform “Two forces unite to accelerate the transition” shifted the focus from what was combined to what could be achieved. Alstra Energy was positioned not as a solar provider but as a long-term partner in the system shift. Hence the line; We started with the sun. Now we think bigger.

The identity expresses clarity, momentum and technical confidence while preserving the entrepreneurial spirit the companies were built on.

Simply because the transition doesn’t need more suppliers. It needs direction.