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.
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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.
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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.
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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.
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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.
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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