MOXIE Re-branding

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“Moxie isn’t just a name, it’s a battle cry. It’s a way of life.”

    DIXON, IL, April 30, 2019 /24-7PressRelease/ — Jason Hall, CEO of Moxie Solar, Inc. met with several community stakeholders today at Moxie’s new operations center in Dixon, Illinois, to celebrate Moxie’s new look. Moxie Solar, Inc. has been a national provider of solar and battery sales, design, installation and service for over 10 years, but Moxie’s meteoric rise from a small business to a national firm warrants an image overhaul that supports its status as, “America’s Solar Company.”

Extensive branding research determined that evolving Moxie’s brand identity, rather than a more subtle brand update, was the optimal decision. The reputation and equity built under its previous identity was a valuable asset, but no longer accurately reflected the organization’s broad, national footprint and sophisticated product offering.

It was with this in mind that Moxie announced the launch of a new corporate brand identity, name, and tagline. The organization will now be known simply as Moxie, removing solar from its company name. Other changes include a new logo and a refresh of the company colors. These deliberate changes aim to reflect the values that are the foundation of Moxie’s success.

“Over the past 10 years, we’ve built a strong reputation for quality and innovation,” said Jason Hall, Moxie CEO. “Our market research confirmed that evolving our name and look was the appropriate strategic move for us. We wanted to preserve the force of character, determination, and nerve of the name Moxie. We also found a need to concentrate the focus on that expression of Moxie and all the meaning that comes with it, without the word, ‘solar,’ being a distraction.”

“Moxie isn’t just a name, it’s a battle cry. It’s a way of life.”

As a part of the brand launch, Mr. Hall debuted new trucks displaying the new logo, bold colors, and waving stars and stripes. The prominent use of the American flag in Moxie’s new image is a direct response to market research showing conclusively that American citizens are looking for something to once again unify the country. Mr. Hall is confident that launching Moxie as America’s Solar Company will make great strides in that direction.

“America’s Solar Company,” Moxie’s new tagline, is a subtle way to continue to include the word, “solar,” in its name. But it is also a not-so-subtle declaration by Moxie to claim its turf and bring the American people together.

“Moxie is a company in an industry that’s pretty difficult to hate regardless of one’s beliefs during such a divided time in American politics.” Hall continued, “If we have the ability to make a difference, then we believe we have a responsibility to do so.”

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