Sungrow

Sungrow offered a wide range of solutions, but their existing mascots and brand storytelling could not communicate that breadth effectively. The result was a familiar scaling problem: the brand had more to say than its communication assets could carry.

At the same time, Sungrow needed to speak to multiple segments with different needs and expectations. Household audiences respond to clarity, warmth, and simplicity. Industrial buyers need confidence, capability, and technical credibility. One generic mascot approach could not deliver both without becoming inconsistent.

Sungrow needed a stronger narrative and character system that could increase awareness, clarify the scope of offerings, and express the brand’s vision and values through creative storytelling.

Instead of treating mascots as decorative figures, we designed them as a structured communication layer. The solution was a two-character system with complementary roles:

Young Yang became the warm, optimistic hero engineer, powered by a sunlight photon that symbolizes clean energy and human emotion.
Bubbly was introduced as a smart, playful AI robotic kitten, designed to transform into tools and gadgets that support the mission and demonstrate capabilities.

This dual-character dynamic was not only more engaging. It was strategically useful. It gave Sungrow a flexible way to communicate both emotional brand warmth and technical versatility, without forcing one character to do everything.

Our strategy focused on making the mascots usable across media and scalable across teams.

1. Design clear character roles that map to business needs.
Young Yang anchors trust, friendliness, and approachability. Bubbly carries adaptability, innovation, and feature storytelling through transformations and on-demand projection of content.

2. Build a communication plan that works across formats.
We planned the mascots to appear consistently across print, digital, video, social content, events, conferences, and internal branding, with guidelines to keep execution aligned.

3. Launch with a campaign rhythm that sustains attention.
We structured a three-step rollout: a teasing phase, a launch phase, and a post-launch phase, designed to maintain engagement through educational content, interactive activities, and ongoing storytelling.

Direct gains

• A mascot system capable of communicating a broad solution portfolio with clarity.
• Higher storytelling flexibility through two complementary characters, rather than one overloaded figure.
• A structured communication plan that keeps brand execution consistent across channels.

Strategic advantages

• Stronger brand recall through a distinctive character world tied to Sungrow’s mission and values.
•  A scalable way to speak to both consumer and industrial segments without diluting the message.
• Long-term reusability across campaigns, content formats, and market expansions.

In short, Sungrow gained a character-driven communication system designed to scale with the brand.