New brand positioning to unlock global expansion
The climatic crisis has been putting solar and new infrastructure projects at the center of our best hope for a better future powered by renewable energy and less destructive to the environment. Beyond government incentives, private capital has been consistently flowing into green energy as a long-term asset class, creating large markets across software, project management, and asset operations.
Founded in 2019 by two Engineers, Scoop now enables more than 250,000 solar and energy project sites globally through their solution called Central Operations Hub. Their goal is to expand to new verticals beyond solar, without losing growth momentum over the current customer profiles.
Scoop's innovative leadership led to the creation of a unique product that now spans over established categories. However, this triumph started a new problem: new prospects struggle to understand Scoop's value when comparing it to less comprehensive alternatives.
A new category ownership strategy that communicates with clarity
The experience of working with hundreds of thousands of projects globally showed Scoop that there is no one-size-fits-all solution for new infrastructure project management.
Their take was building a central operations hub, aggregating many markets and niche-specific solutions into one tool that orchestrates everything.
As their solution is more comprehensive than other smaller categories, and more powerful than generic tools, Scoop faces pulverized competition across marketing channels — and prospects are now too confused with the market noise. But it's not enough to create a new market category if you cannot articulate it as superior to the competition.
That's why they came to Frame for help on a new brand positioning, manifested on a new homepage for their website. As the backbone of all marketing and sales efforts, the website is the most immediate place where positioning either works or falls apart, making it the natural starting point for this go-to-market reset.
Category discovery powered by competitive insights
We started by analyzing the marketing and brand positioning of the biggest representatives of several competing solution categories. These included generic tools like project management and customer relationship management, as well as hyper-specific tools like asset life cycle management.
As category positioning lives in the middle of the marketing funnel, we needed to redefine why Scoop's Central Operations Hub category is the better choice for the ICP's problems compared to alternatives.
We identified five key concepts that now need to be clearly communicated through marketing materials. The goal is for prospects to first see the value of the category itself, and then naturally compare it against products from other categories.
Now, with a clear vision of the competing landscape and Scoop's solution advantage, we crafted a strong narrative which allows any derived marketing collateral to compete to our advantage. But our benchmark research also showed the need to modernize Scoop's visual identity and design system.
Modular design system and brand identity tweaks
Scoop's brand already had the hexagonal shape as a landmark. Since the hexagon is inherently a modular shape, we took that symbol and made it the central expression of what Scoop actually is: a modular, adaptable and expandable solution.
We defined a new color palette to create a sophisticated and future-proof feel. Scoop now feels premium as compared to alternatives.
Visual storytelling with motion graphics
Storytelling is the core of Frame's brand positioning toolbox.
For Scoop, visual explanation wins over text, for its ability to rapidly communicate complex ideas.
For that, we heavily relied on visual elements to tell the new marketing narrative across its many different parts. From pitching the main headline of category definition, to navigating prospects through the core technological aspects of the solution, we created a new set of motion graphics exploring the brand's modularity power.
With smart automation as one of the key aspects of the solution, we used self-triggered and automatic visual looks to communicate to prospects that with Scoop you can set and forget many tasks that other tools cannot orchestrate so handsomely.
Seamless blending the new design into the current web tech stack
Frame is a digital design company that works with any modern tech stack — from digital products building to web applications — through our network of specialized partners.
Besides typically delivering products in Webflow to our global customers due to its reduced development time and design fidelity, we implemented the new homepage within Scoop's current WordPress and Elementor tech stack.
The result was quickly absorbed by their development team in the form of newly updated components and design systems that we created for them and can be used by anyone.
What is at stake when the positioning fails?
Companies that rely on sales persuasion with face-to-face meetings need a marketing system that can generate high quality leads with as little friction as possible.
When the stakes are low, objections are manageable — they don't carry much emotional weight and the sales team can handle them without losing momentum.
But in high ticket negotiations, objections become bigger obstacles. They slow things down, create friction, and consume time that could be spent on the activities that actually close deals.
The marketing strategy in this situation is to avoid the creation of objections in the first place, through clear positioning and messaging, so the sales team walks into every meeting with room to operate. In crowded markets, the category ownership strategy can be the best way to secure that kind of dominance.
That is exactly what this project points Scoop toward — transforming from an outdated design system and a fuzzy value articulation into a strong positioning narrative and a modernized brand.
Frame is your digital design and marketing partner to put your strategic vision to the test with high quality execution standards.
Book a meeting now to start sharing your project ambitions.