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Case Study
Solar manufacturer makes rapid gains
in U.S. market share while supporting U.S. economies and domestic job growth
twentytwo & brand delivers full-service brand and marketing strategy that turns new U.S. market entrant into major industry player
Company Overview
Imperial Star Solar: Imperial Star is a solar manufacturer committed to empowering PV excellence in America. It brought its 10-year manufacturing legacy to the U.S. in 2020, and has since delivered 5 GW of PV Module capacity through its vertically integrated and dependable supply chain.
Imperial Star offers configurable, American-made solar modules tailored to project, domestic content, and technical needs. Its modules cover new builds, infrastructure updates, and storm damage replacements, and the company delivers with fully traceable U.S. supply, speed, and precision.
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Brand Strategy
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Distinctive Messaging
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Visual Identity Rebrand
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Website Development
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Communications
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Event Strategy
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Social Media Management
Services
Industry
Solar manufacturing
Customer Challenge
Although Imperial Star Solar had an established solar manufacturing history and loyal utility-scale customers in Asia, they were expanding into North America as a relatively unknown entity in the region. They recognized the challenge of establishing credibility and gaining traction in the crowded U.S. market.
What’s more, solar manufacturers have a higher-than-average closure rate, and it was imperative for Imperial Star to develop trust and demonstrate its longevity. Imperial Star reached out to twentytwo & brand after seeing a number of its client success stories, and appreciated the fact that our agency’s founder, Nathan Rosenstein, had direct experience in solar manufacturing. The two teams entered into a partnership to optimize Imperial Star’s expansion into the U.S.
Our Solutions
Brand Strategy
To set Imperial Star up for success, we started with an in-depth discovery and competitive analysis. Identifying what customers were looking for in a Tier 1 supplier, especially one they were not yet familiar with, was a key part of the research.
Solar Designed and
Built for America
Distinctive Messaging
Armed with our research and discovery findings, we developed unique messaging for Imperial Star, maintaining a focus on its technological and manufacturing leadership, while emphasizing their commitment to solar development in the U.S. market.
Twentytwo & brand developed its “Solar Designed and Built for America” positioning statement, and messaging pillars that highlighted its strengths: vertically integrated and reliable supply chain, high-performing equipment, customized configurations, ability to support traceable domestic content requirements, and its pledge to benefit local U.S. economies, including 2GW of module production and 1,500 jobs in Texas.
Visual Identity Rebrand
We took Imperial Star through our visual rebrand program that was led by our Art Director and design team. This program goes through a deep discovery that truly understands and measure what they want their brand story to represent, narrativaly and visually. We developed core company assets and a brand concept deck that allowed them to visually see 3 distinct design directions.
The overall winner was one that truly resonated with them from the moment they saw it. Something that was modern, bold and visually exciting to look at. Allowed them to stand out and deliver on their mission to being a premium, American-made module assembly leader in the US.
Website Development
We took the newly established visual identity with new core brand colors, styling, logo, typography, and other creative assets and moved them through our strategic website development program.
Communications & Social Media Management
After a successful launch, twentytwo & brand has continued to manage public relations, brand strategy, and social media for Imperial Star. Imperial Star has become a fast-growing and well-respected solar manufacturer with expanding market share.
RE+ 2025
American Clean Power 2025
Powerful Impact
Accelerated
Market Share
They launched in the U.S. with a visual brand, website, and identity that immediately established them as a serious, dominant, and reliable solar manufacturing partner in the U.S.
Positioned for Ongoing Growth
The full suite of marketing, PR, and social strategies created an image that signaled their impact and credibility. Even in the “solar coaster” of ups and downs that firms can experience, they have a solid market foundation and are positioned for growth for years to come.
Impressive Brand Presence
Imperial Star Solar is a regular at every major renewable industry event, utilizing the original creative assets, booth, and tradeshow strategies we provided in our early partnership.
“Twentytwo & brand surpassed all of our expectations for a marketing agency. They were a true strategic partner that helped us assess our opportunity in the U.S., developed a unique approach for our launch and ongoing growth, and delivered superior creative work to support the strategy. The team has an ideal blend of deep industry expertise and marketing skill, and we were able to hit all of our goals for our U.S. expansion with their guidance and support.
Marvin Yang
Manager, Sales & BD
Brand Strategy & Messaging
PR & Communications
Social Media Management
Branding & Creative
Web Design & Development
Advertising & Lead Generation
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