Brand, web, marketing.
FreeState AG installs solar systems for homes and businesses in Switzerland, with a team that has worked on Swiss roofs since 2008. Since the rebrand in 2025 I have designed the brand, the website, the solar calculator, the photography and the system behind the company’s marketing.
[ROLE] Lead designer, direct client [WHEN] 2025 to now [WHERE] Schaffhausen, Switzerland [WITH] Ivan Miric, CEO and founder
A new name and three offers.
The team had a new company name, three products that look identical from the street, and a ten-page website that read like every other solar company in Switzerland.
Contents
Eleven parts of the work, from the first logo to the marketing system in use today. Select a part to go straight to it.
The identity.
The brand had to introduce an experienced installation team under a new name, and make three products that look alike from the street easy to tell apart.
01 The jobBrand, website, campaign and marketing system.
02 The markShown on paper, reversed on green and at favicon size.
01Brand from zero 02The website and the calculator 03The campaign and the photography 04The marketing system
A 45-page website.
Every page was designed on one grid and built with a developer, with the design reviewed at each stage of the build.
The full offer on one page.
01 / 02
One page per product.
02 / 02The solar calculator
Four steps, no login. The calculator finds the roof by satellite before it asks for any personal details.
Three ownership models.
The installation is the same in all three. The contracts differ in who owns the system and when the customer pays, so the site starts with the roof and recommends a model from there.
0 CHF InvestitionSolarFreeFreeState owns it. You buy the electricity at a fixed tariff, and can buy the system back any time.
For homeowners who want solar without an upfront investment.
MonatlichSolarAboNo upfront payment. A fixed monthly rate over 25 years, and the system is yours.
For households that prefer a fixed monthly cost.
Volles EigentumSolarDirectOne investment, full ownership from day one, lowest cost over its life.
For owners who want to buy the system outright.
Installations, the team, finished roofs and the stand in Munich, all photographed by me. The website uses no stock photography.
[PHOTOGRAPHY] [ All photographs by Milos Djordjevic ]Social media
The brand and the website were finished projects. The marketing is ongoing, so I turned the content work into a system.
The Instagram feed.
Why it needed a system.
Each post started from an empty frame and from my memory of what FreeState is allowed to claim. Demand for content grew faster than one designer could produce it.
A system for the marketing.
I documented what the company knows: what is true, what may be published, who hesitates and why, and how the brand looks. Five AI skills use these files to plan and produce posts, carousels and reels in Figma.
[TEN OF THE KNOWLEDGE FILES]Every public claim has to be verified first. The registry holds 55 claim records, and 17 of them stay blocked until they are confirmed.
What it produced.
Everything the system produces uses the brand I designed, photographs I took and claims that were checked before publishing. The design decisions stay with me.
Eight films from the campaign.
Filmed on installation sites and at the Schaffhausen trade fair, edited by me, with 3D scenes built in Blender.
Print and trade fairs.
Work shirts for the team, reference sheets for commercial clients and material for the Intersolar stand in Munich.
The Schaffhausen trade fair.
For FreeState’s stand at the Schaffhausen trade fair I designed the wall banner and the beach flag. The stand displayed the four products the company installs (a panel, a battery, an inverter and a charger) and left room for conversations at the counter.
from the logo to the calculator, and he is still with us.”
FreeState has been on a monthly retainer since 2026. The marketing now runs on the system, it brings Ivan leads, and the Instagram account keeps growing.
