GR 604 01 visual strategy guide

AN ECO-FUTURE 01 Visual Strategy Guide

Bing Han GR 604

“Look deep into nature and then you will understand everything better.”

SunEdioson

Visual Strategy Guide

—Alber Einstein

CONTENTS 1.1 Brand Description

4

1.2 Brand Timeline

6

1.3 Former Competition

8

1.4 Related Competition

10

o1

Chapter

2.1 Mission Statement

14

2.2 Who We Were

16

2.3 Who We Are

18

2.4 Audiences

20

2.5 Former Competition

38

o2

Chapter

o1

Brand History

Brand Description SunEdison is a world largest green energy company in the U.S. There is a place to developing, building, owning, and operating solar power plants and wind energy plants. It also manufactures high purity polysyllabic, mono-crystalline silicon ingots, silicon wafers, solar modules, solar energy systems and solar module racking systems. SunEdison working to transform the world of energy and deliver c lean, affordable energy to people everywhere.

SunEdison offers a worry-free solution that may help people save money and meet sustainability goals.

They have a professional design and engineer team to provide the technologies service that will reduce the customer’s cost. SunEdison will manage everything, start to finish, that includes working with your facilities to ensure the project goes smoothly.

SunEdison was founded in 1959 and has over 50 years working experience. We have done more commercial installations and know how to do the job quickly and efficiently. We have covered over 190 trained field the service technicians.

4

SunEdioson

Visual Strategy

Brand Timeline

1989 Hüls AG of Marl, Germany, and a subsidiary of VEBA AG, buys MEMC through

1966

1979

MEMC begins

MEMC introduces

production of 1.5

125 mm wafers.

DNS naming the combined company MEMC Materials.

inch wafers

1959

1970

1984

The establishment of

MEMC’s plant in

MEMC begins

MEMC acquires gran-

Monsanto Electronic

Kuala Lumpur,

producing 200mm

ular polysilicon (FBR)

Materials Company

Malaysia begins

wafers and builds a

facility from Albe-

(MEMC), a silicon

producing 2.25 inch

pilot plant to make

marle and renames it

wafer–manufacturing

wafers.

the granular poly-

MEMC Pasadena.

division to serve the emerging electronics industry,

6

1995

syllabic.

2009

2015

BP Solar sues MEMC

SunEdison sells

for$140-million for

shares of SunEdison

failing to supply

Semiconductor to

2000

2002

the company with

help finance acqui-

VEBA AG merges

Nabeel Gareeb is

polysilicon in 2006

sition of First Wind,

with VIAG AG to

named CEO of strug-

and 2007 under a

eventually would sell

become E.ON AG.

gling MEMC. TPG

three year supply

all shares in SunEd-

E.ON AG increases

converts preferred

agreement, winning

ison Semiconductor.

ownership of MEMC

stock to common

$8.8 million MEMC

SunEdison announces

from 53.1 percent to

stock increasing its

acquires SunEdison

71.8 percent

ownership of MEMC

layoffs of 15 percent of 7260 employees.

to 90 percent

E.ON considers

MEMC agrees to sup-

bankruptcy for

ply Suntech Power

MEMC

with solar grade silicon wafers for ten years and receives a warrant to purchase a 4.9% stake in

2013

2046 SunEdison become

MEMC changes com-

the largest green

pany name

energy company

to SunEdison

provide renewable energy by individual person.

Visual Strategy Guide

2006

Suntech.

SunEdioson

2001

Former Competition

SUMCO Corporation is a Japanese

Shin-Etsu Handotai Co., Ltd. manufac-

semiconductor company, manufacturing

tures and sells compound semicon-

silicon wafers for semiconductor manu-

ductors and silicon and GaP wafers. It’s

facturers worldwide.

materials are used to manufacture chips for computers, consumer electronics, and telecommunications devices.

First Solar, Inc. is an American photovol-

SMA Solar Technology AG is a Ger-

taic (PV) manufacturer of rigid thin film

man solar energy equipment supplier

modules, or solar panels, and a provider

founded in 1981 and headquartered in

of utility-scale PV power plants and

Niestetal, Northern Hesse, Germany.

supporting services that include finance, construction, maintenance and end-oflife panel recycling.

8

Our current competitors are involved in similar efforts, transferring renewable energy to daily life. However, SunEdison has a long history in this area.

Siltronic AGďźŒis a Munich-based com-

SunPower Corporation is an Ameri-

Canadian Solar Inc. is a publicly traded

pany, which is one of the top Silicon

can energy company that designs and

company that manufactures solar PV

Wafer suppliers in the world. It is 60%

manufactures crystalline silicon photo-

modules and provides turn-key solar

owned by Wacker Chemie AG and the

voltaic cells and solar panels based on

energy solutions.

single European-based Wafer supplier.

an all-back-contact solar cell invented at Stanford University.

Panda Green Energy Group Limited

SolarEdge Technologies Inc. is a provider

Jinko Solar is a Chinese manufacturer of

is a leading global eco-development

of power optimizer, solar inverter and

photovoltaics and a developer of solar

solutions provider and headquartered in

monitoring solutions for photovoltaic

projects. The company started out as a

Hong Kong. The Company is listed on

arrays. These products aim to increase

wafer manufacturer in 2006 and had its

the Main Board of the Stock Exchange of

energy output through module-level

IPO in 2010.

Hong Kong Limited, which is now a con-

Maximum Power Point Tracking

stituent of the Hang Seng Stock Connect Hong Kong Index

Related Competition

BG Group plc was a British multinational

China Petroleum & Chemical Corpora-

oil and gas company headquartered in

tion is a Chinese oil and gas company

Reading, United Kingdom. Prior to its

based in Beijing, China. It is listed in

acquisition by Shell, BG Group had oper-

Hong Kong and also trades in Shanghai

ations in 25 countries across Africa, Asia,

and New York.

Australasia, Europe, and etc. produced around 680,000 barrels of oil equivalent per day.

Exxon Mobil Corporation is an American

Chevron Corporation is an American

multinational oil and gas corporation

multinational energy corporation. One

headquartered in Irving, Texas. It is the

of the successor companies of Standard

largest direct descendant of John D.

Oil, it is headquartered in San Ramon,

Rockefeller’s Standard Oil Company, and

California, and active in the more than

was formed on November 30, 1999 by

180 countries.

the merger of Exxon and Mobil.

10

SunEdison is a company offering power and energy. It includes various areas such as solar power, wind energy, and high tech materials. These companies also offer power and energy.

Suncor Energy is a Canadian integrated

Shell Oil Company is the United States-

Schlumberger Limited is the world’s

energy company based in Calgary,

based wholly owned subsidiary of Royal

largest oilfield services companySchlum-

Alberta. It specializes in production of

Dutch Shell, a multinational “oil major”

berger employs approximately 100,000

synthetic crude from oil sands. Suncor

of Anglo-Dutch origins, which is amongst

people representing more than 140

ranks number 134 in the Forbes Global

the largest oil companies in the world.

nationalities working in the more than 85 countries.

2000 list.

Petróleo Brasileiro S.A.—Petrobras,

Total S.A. is a French multinational

PetroChina Company Limited is a

more commonly known as simply

integrated oil and gas company and one

Chinese oil and gas company and is

Petrobras is a semi-public Brazilian

of the seven “Supermajor” oil companies

the listed arm of state-owned China

multinational corporation in the petro-

in the world.

National Petroleum Corporation (CNPC),

leum industry headquartered in Rio de

headquartered in Dongcheng District,

Janeiro, Brazil.

Beijing. It is China’s biggest oil producer.

o2

Our Future

Mission Statement SunEdison will go far beyond transfer the renewable energy and deliver clean, affordable energy to people everywhere. SunEdison gives people the power to develop their own green communities.

Keywords Power SunEdison will provide power to encourage people produce their own energy to build up a green way of living.

Energy SunEdison will offer people affordable reusable energy to help people achieve a zero waste life.

Social Responsibility SunEdison will support government to build up a green community. SunEdison will be a role model to others.

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SunEdioson

Build An Eco-Future Visual Strategy

Who We Were SunEdison was a world largest green energy company located in the U.S. They served so many areas, such as utility, commercial and residential customers. They were committed to transforming the world of energy and delivering clean, affordable energy to people everywhere.

16

SunEdioson

Visual Strategy

Who We Are Now it is time to develop a new Eco-friendly technology for the future with a modern look. It will break with the past way of providing power. The new SunEdison will not only offer physical energy or power, it will also encourage people to develop their own living communities.

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SunEdioson

Visual Strategy

Audience The SunEdison target audience focuses on three main categories: Individuals, Research Institutions and Government.

Based on the new mission statement, SunEdison will be providing power to everyone to develop green communities.

Past Target

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SunEdioson

Visual Strategy

Eco-Future

•

Obsessed with environmental protection; supports high budgets for renewable energy equipment because he wants to build up a new way of living for people.

•

He has been devoted to environmental protection issues for a few years. He thinks there is not enough resources for people.

•

After several years of contracts and favors, he is in good standing with green travel. He is a leader of the city and he should be a model for people.

•

He believes that people could be able to support their own power needs because this is the way of the future.

•

He supports building up green energy systems in the city because this is a way to educate people to save energy and protect our environment.

•

Constantly support new laws to impose more regulations on big corporations and their activities.

•

Willing to sharing information with the public believing his position gives him the right to do so.

22

SunEdioson

Visual Strategy

Mike Baker 52 years old The Senator

•

He working at an energy company for few years and he knows the energy is how important for people.

•

He trusts in the bright future of renewable energy will and how profitable become in the upcoming years.

•

He believes that technology has the means to solve most problems in the world.

•

He tries to create a new technology for everyday work.

•

He keeps up with the latest trends in gadgets for different aspects of his life.

•

He wants to leave a positive and powerful legacy behind him, for people in general.

•

He has kind, and he wants them to learn about science and technology from an early stage.

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SunEdioson

Visual Strategy

Kevin Zhou 33 years old Software Engineer

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•

She wears a heavy shooting camera every day. The camera running low battery fast.

•

She prints out a lot of pictures that she think is not environment friendly.

•

She working for National Geographic and she shot a lot of nature and animals documentary.

•

She loves take photos anytime and anywhere, but she has to carry a lot of heavy batteries.

•

She loves to try new technology that is gives her ideas on taking photos.

•

She loves shot natural because she find out some beautiful place is disappearing by new technology developing.

•

She tried her best to protect environment because she hopes her child could also have an experience with the natural.

SunEdioson

Visual Strategy

Lily Scott 40 years old Photographer

A Risk-Taker •

Frank is a fitness trainer in a deluxe fitness club and he loves extreme sports because he loves meet friends and get new experience from the sport.

•

He likes to discover new places and takes part in extreme sports because the thrills give his life meaning.

•

Frank pursues extreme sports under the ocean, on mountaintops and in the sky. He travels a lot by foot and can not carry on much things.

•

He is brave and confident but is always careful of unexpected situations because he has seen some of his friends get injured in the extreme sports.

•

He has a girlfriend who has similar hobbies. They like to work hard, explore new places, and enjoy their extreme sports pursuits together.

•

They meet new friends during travel and have a team to do extreme sport together.

•

Frank and friends bring all trash back to home because they would like protect the environment.w

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Frank Taylor 25 years old

SunEdioson

Visual Strategy

Fitness Trainer

•

She is an environmentalist and working at an environment protect institution that is a non-profit organization.

•

She spend a lot of time in national park and observe the plant and animal. She want to know how to pretect them.

•

She continues a long time concern with environment problems, not only the exhaustion of natural resources, but pollution and other issues as well.

•

She supports the Natural Resources Defense Council because she really care about the environment.

•

She tried to protect environment not to be changed by new technology, since the animal and environment was harmed by technology developing.

•

She gave speak about the harm of new life to let people consider the environment during invent new product.

•

She appeal people to have an eco life and protect our earth because we only have one earth to live.

30

SunEdioson

Visual Strategy

Jenifer Henderson 55 years old Environmentalist

•

She is a sell manager in a Mall and try to live without trash to protect environment.

•

She is a vegetarian because she considerate of health.

•

Her parents are vegetarian since religious reason. She was grow up with vegetarian culture.

•

She cooked food everyday because she think it is more heath than take out food.

•

She looks for organic market and farmer market to buy food and living goods because she think the food is more heath.

•

She also planting food by herself because it could let garden looks beautiful and the food is organic.

•

She teaching kids protect environment and ask their living with a health lifestyle.

32

SunEdioson

Visual Strategy

Anaya Rai Bedi 32 years old Vegetarian

•

She has a 5 years old boy and 3 years girl and she is a house wife to take care kids at home.

•

She was a designer, but after she has baby, she has to quit her job and take care of babies at home.

•

She tried her best to prepared everything for her babies before they have troubles.

•

She thinks she doing the best for her children but ignore the child’s feelings.

•

She gives her children best thing to eat and wear. She chose organic materials for food and cloth.

•

She wants to provide a new lifestyle to their kids because she think this will let their children more special.

•

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She do care others feelings when she take care of children.

SunEdioson

Visual Strategy

Crystal Nelson 38 years old Overprotective Mom

•

He lost his family during Syria war and move to U.S.

•

He tried him best to adapt to a new life, but it is very hard for him.

•

He does not know how to do garbage sorting because he never did this before.

•

He cannot understand why people love organic food and no ideas about the different of organic food and normal food because he thinks everything can eat is food.

•

He starts to learn a new lifestyle in U.S. that is a long time to fit in the new society.

•

He went to some national park and see many beautiful place. He realized this is a different world.

•

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He miss his family, but he has to fit in a new life.

SunEdioson

Visual Strategy

Bana Arabic 5 years old Refugee Child

Former Competition

Tesla, Inc. is an American automaker,

Unilever is a Dutch-British transnational

energy storage company, and solar

consumer goods company co-headquar-

panel manufacturer based in Palo

tered in Rotterdam, Netherlands and

Alto, California. Founded in 2003, the

London, United Kingdom. Its products

company specializes in electric cars,

include food, beverages, cleaning agents

lithium-ion battery energy storage, and,

and personal care products.

through their SolarCity subsidiary, residential solar panels.

38

ormerly known as Matsushita Elec-

Seventh Generation, Inc., is an American

tric Industrial Co., Ltd., is a Japanese

company that sells cleaning, paper, and per-

multinational electronics corporation

sonal care products designed with human

headquartered in Kadoma, Osaka, Japan

health and the environment in mind.

For the future, SunEdison will not only focus on renewable energy and power, it also will focus on outdoor activities, zero waste, and power to build up green communities. A new way of living will be offered.

New Belgium Brewing Company is a craft

SolarCity Corporation is a subsidiary

GoLite was an outdoor equipment and

brewery located in Fort Collins, Colorado.

of Tesla, Inc. that specializes in solar

clothing manufacturer based in Boul-

It was opened in 1991 by Jeff Lebesch and

energy services and is headquartered in

der, Colorado. It was founded in 1998

Kim Jordan. In 2015, it produced 914,000

San Mateo, California.

by the couple Kim and Demetri “Coup�

Coupounas in the wake of the ultralight

barrels of its various labels.

SunEdioson

Visual Strategy

backpacking movement.

Sungevity was a solar electricity com-

Wastezero, Inc. filed as a Foreign

Patagonia, Inc. is an American clothing

pany based in Oakland, California until

Business Corporation in the State of

company that sells outdoor clothing

its bankruptcy and sale in early 2017.

New York on Wednesday, June 17, 2015

marketed as sustainable. The company

Founded in 2007, Sungevity used a

and is approximately two years old, as

was founded by Yvon Chouinard in 1973,

proprietary Remote Solar Design tool to

recorded in documents filed with New

and is based in Ventura, California. Its

offer a quote and system design options

York Department of State.

logo is the skyline of Cerro Fitz Roy in

without visiting the home.

Patagonia.

Design: Bing Han Instructor & class information: Hunter Wimmer GR 604 Nature of Identity This book is a non-commercial project for educational purposes and is not intended to represent the SunEdison Brand.

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SunEdioson

Visual Strategy Guide