An energy company that had to explain itself in one scroll

Nordlys sell community-owned solar. Three audiences, three completely different questions, and one website that previously answered none of them well.

Scope: Branding, UX/UI design, Webflow build

The problem

The old site opened with a stock photograph of a wind turbine and a sentence about the energy transition. Visitors reached the second scroll still unsure whether Nordlys sold panels, built farms, or ran an investment fund.

What we did

We opened with the sentence the sales team says on the phone: what Nordlys does, who owns the result, and what a visitor gets out of it. That took two weeks of arguing and it is still the most valuable thing on the site.

Three routes from one hero

Rather than an audience switcher, which asks visitors to categorise themselves before they know your vocabulary, the homepage answers the shared question first and then forks into three clearly labelled paths.

Diagrams instead of photographs

The business model is genuinely hard to picture, so we drew it. A single explanatory diagram, used consistently at three levels of detail across the site, replaced most of the stock imagery.

A brand that works in a council PDF

Much of Nordlys communication ends up printed in black and white inside planning documents. The identity was tested there first.

Where it landed

Nordlys stopped fielding the question of what they actually do on introductory calls, and the site now carries the same explanation their team gives in person.