Autarq Solar Roof Tiles
Autarq manufactures solar roof tiles: roof tiles and solar modules in one. They integrate seamlessly into the roof and are simple to install. This makes them a great solution particularly for listed buildings, complex roof shapes, and design-driven architecture.
The innovative products appeal to three very different target groups: property owners, architects, and roofing professionals. As a team of various specialists, we developed a brand and communication system that explains the new technology, positions it effectively, makes it scalable, and responds individually to the needs of each target group.
Company: Autarq | Agency: The Heat | Role: Content & Concept Lead | Website: autarq.com
My Contribution: Concept, Content, Clarity
As conceptual lead, I brought together perspectives from strategy, UX, copywriting, design, and company stakeholders – and translated them into clear messaging and content formats. I developed the content architecture and conceptual copy for various media – from brochures and product data sheets to e-learning films and trade fair videos. Together with the UX designers, I designed the content structure of the website and provided input for the configurator. I also contributed to brand and digital strategy. Through workshops and sparring sessions, I clarified crucial background information and continuously refined the content.
Messaging: Strategic Foundation for Brand and Content
As part of the wider project, we developed a new brand strategy. Right at its core was a clear and consistent messaging framework that communicated both the product’s technological innovation and its practical relevance.
Website and Configurator: the Centerpiece
The new website addresses the three core target groups on dedicated landing pages. Each landing page provides content tailored precisely to their specific needs and decision-making processes. The configurator helps to accelerate and partially automate sales processes.
Digital Training: The Autarq Academy
Roofing professionals can become certified Autarq installers via the Autarq Academy. The academy offers both online and in-person training. We developed concept for the new programme, along with presentations, training formats, learning materials and videos. Central to this were a clear didactic structure and practical content designed to make the technical processes easy to grasp.
Consistent System: From Website to Trade Fair Stand
In addition to digital communication, we developed all marketing materials: brochures, product sheets, packaging, posters, trade fair films, and a modular, reusable exhibition stand. My role: ensuring consistent content concept and messaging across all formats.
Not what you were looking for?
Take a look at selected other projects I’ve been part of.
View portfolio