Autarq, next level roofs
A transformation from a building materials supplier to a solar tech brand with purpose.
Challenge
Autarq began as a niche solar roof tile manufacturer in the building materials sector. While the product itself was innovative, the brand was perceived as technical and utilitarian, struggling to connect with a broader audience. The challenge was to reposition Autarq not just as a solar hardware producer, but as a forward-thinking technology company driven by design, sustainability, and energy independence.
Internally, the brand lacked digital clarity: the website was fragmented, the messaging overly product-focused, and the visual identity inconsistent. Autarq needed a clear digital strategy to drive awareness, align internal teams, and reach the right customers, from roof renovators, to roof developers, architects and partners: from B2B to B2C.
Approach
We started by reframing Autarq’s brand narrative, from product-first to mission-led. Through workshops and strategy sessions, we defined a new positioning that presented Autarq as a sustainable tech innovator shaping the future of solar integration.It was supported by its tagline: Next Level Roofs.
With a clear foundation, we led the creation of a new digital ecosystem, from UX and design direction to content strategy, development, SEO and SEA. Our goal was to communicate clarity, scale, and emotion through every touchpoint. What emerged was a cohesive digital experience that speaks to both heart and business logic which brought Autarq to category leadership and future-ready relevance.
Strategy
We repositioned Autarq as a leader in solar roof technology by focusing on two priorities: brand clarity and market relevance. The strategy defined Autarq’s role as a visible signpost in the energy transition—shaping a positive image of a sustainable future.
We set clear objectives: increase awareness, build a strong partner network, and convert interest into leads. The strategic framework included a new positioning, category narrative, and content architecture mapped to the full customer journey—from first exposure to long-term trust.
Brand design shaped by light, energy, and purpose
We created a Brand design that captured what Autarq stands for: optimism, clarity, and progress. The logo combines two key ideas: the sun and the roof, showing exactly what the product does in one symbol.
The gradient colors were inspired by the colors of the sun that spread through the sky. They reflect brightness, positivity, and the simple joy of turning sunlight into power. The tone is bold, confident, and warm, matching the brand’s ambition and values.
The identity system was built to be consistent and flexible. It works across all channels, from digital to print, trade shows to product packaging. This made the brand easy to recognise and remember.
The result is not just a look, but a clear expression of what Autarq believes: solar energy can be elegant, accessible, and part of everyday life.
Marketing Website
The marketing website was the core of Autarq’s digital ecosystem. It brought together brand, product, and content strategy—and connected performance and content channels in one place.
Paid efforts like SEA and display worked alongside SEO, email, and social to bring traffic in. From there, the site guided target groups to the right tools, product pages, or conversion actions.
Making the invisible understandable
The product was unfamiliar to most—less than 1% of the German population knew solar roof tiles existed. To help close that gap, we created a set of visual assets that showed how the system works.
Through 3D visualizations, animations, and photography, we helped people understand both the technology and its benefits. These visuals were used across the website, social media, and trade materials to build recognition and trust.
A funnel built around the intent of creating qualified leads
The site supports two types of journeys.
Users that find the website through Google:
We researched the most searched questions around solar tiles, funding, and energy independence. Based on that, we created magazine articles optimized for search. Each article was structured to rank well and guide readers toward the product page, configurator, or relevant target group sections.
Users that return through the URL
From there, they accessed tools, product details, and tailored pages for architects, developers, or installers. The funnel gave each visitor a clear path toward getting informed—and taking action.
Magazine: search-driven articles that turn interest into action
The magazine was built to attract high-intent traffic during the awareness phase. We identified common search questions around solar energy, roof integration, government incentives, and installation safety—then developed long-form articles to match those queries.
Each article was optimized for SEO and designed to guide readers toward the product, configurator, or relevant target group page. The result was content that didn’t just inform—it drove qualified traffic and helped users take the next step.
Product Page: helping users see how it works and why it matters
The product page helped users understand what made Autarq different. We focused on the details that mattered—how the tiles look, how they install, and how they perform. Interactive comparisons showed the visual difference between standard and solar tiles.
Interactive components broke down technical specs, color options, and roof integration. The goal was to make a new product category easy to understand and easy to act on.
Target Group Pages
We created landing pages for each target group addressing teir specific needs.
Quote Tool: where the journey ends and the real project begins
The quote tool was the final step in the user journey. It helped visitors understand if their roof was suitable for solar tiles, and gave them a clear cost estimate based on real input. For Autarq’s team, it filtered out unqualified requests, reduced manual work, and delivered leads that were ready to buy.
Looking ahead, the same tool could connect leads to roof manufacturers that embed Autarq’s technology, turning it into a strategic platform for future partnerships.
A Design System to keep the brand coherent across every screen and touchpoint
We delivered a complete Brand Guideline and UX/UI kit to make Autarq’s identity easy to apply at scale. The system included layout rules, typography, color, iconography, and component behaviour, covering both communication and interfaces.
This helped internal teams and partners stay coherent across web, print, and product touchpoints. Everything was built to be modular, accessible, and ready for real-world use.
The results
Pipeline value created through targeted paid search campaigns and the website funnel.
Increase in SEO traffic from content-driven strategy.
New users brought to the site via organic traffic from targeted content strategy.
Collaboration
Should we start great?
Branding
What if your brand did more than stand out? What if it helped close deals, spark loyalty, and gave your team a story they’re proud to tell? Let’s create a brand that connects emotionally, a Love Brand.
Digital Products
What if your digital product (App, Website, E-commerce) didn’t just look good, but earned trust, impressed investors, generated conversions and made your sales team’s job easier? Let’s build tools your users actually want to use.