Baker is a Southern California residential solar installer who helps families save money on their electricity. The competition for residential solar in California is extremely saturated, and Baker was not standing out. Palmer was tasked with re-branding the company. We implemented our Palmer Process to develop brand differentiation that created an essence and platform that separated Baker from its competitors. After completing the re-brand, we developed a campaign that resonated with homeowners, urging them to forget about their utility bills and Enjoy Electricity Again by installing solar. The re-brand and campaign were extremely successful and helped Baker become a top solar installer in the United States.