Take a walk in their shoes

To develop a user-centric solution, we undertook a complete immersion exercise in four of the most representative communities where Iluméxico was doing business. We learned about and experienced firsthand needs and narratives from both community residents as well as engineers charged with panel promotion and maintenance services. It led us to make three important discoveries. 

In the first place, access to electricity was not a priority in communities. Secondly, paying for the panel required customers’ weekly or monthly commute to the POS, which greatly increased the product’s final costs. The third discovery was that, beyond the functional need to access electricity, the motivation for many inhabitants was to belong—or be connected—to Mexico.

Iluméxico works here

To potentialize a sense of belonging between clients and the brand, as well as “the Mexico grid,” we developed a visual identity in partnership with the Ariel Rojo design studio. We produced signage that read “house, school or business illumined by Iluméxico” that served as a mechanism for reinforcing community and connection. We created the “Ilutroka” (i.e., “the illumitruck”) a multifunctional sedan SUV designed to explore new markets, facilitate users paying for their panels as well as offering maintenance service and use-level or commercial administration training on Iluméxico.