Challenge

Thrive Energy, a developer of advanced and efficient full-spectrum LED lighting systems for industrial and government applications, identified a significant growth opportunity within the commercial cannabis cultivation market. Their technology offered superior performance and verifiable yield increases compared to competitors, some of whom were making unsubstantiated claims. However, the existing "Thrive Energy" brand, name, and messaging were not tailored to resonate with or effectively communicate value to cannabis growers.

Strategy

The strategy for Tune (formerly Thrive Energy) was a complete rebrand designed to authentically connect with commercial cannabis cultivators and establish them as a premier LED lighting provider. Our approach was anchored in a core Brand Essence: "Elevation Through Illumination," and the fundamental belief that "Science Can Elevate Nature." This guiding philosophy informed the development of a new brand positioning and mission, bridging Tune's technological prowess with the cannabis community's values and aspirations. Extensive research into grower psychographics and the competitive landscape ensured the strategy would create a compelling, trusted brand, distinct from its government/industrial roots and ready to lead in this dynamic market.

Solution

The transformation culminated in the new master brand: Tune. Our solution centered on visually translating Tune's core innovation—giving cannabis growers precise control to "Elevate Nature by Controlling Power & Light." The winning design direction, inspired by the subtle, dynamic beauty of Iridescence, captured this perfectly. Drawing from the unique hues of Santa Cruz sunrises and sunsets, the new Tune logo and visual system "whispered" full-spectrum color rather than shouting it, creating a premium, evocative, and modern aesthetic. This cohesive identity was applied across key brand touchpoints, including impactful sales materials and trade show presence, enabling growers to see how they could now "Orchestrate Their Lighting System" and positioning Tune as a distinctive leader.

Results

The new Tune brand identity made an immediate impact. In less than three months, the strategic rebrand transformed the company from a relative newcomer into a compelling and attractive presence in the competitive cannabis sector. The new identity and messaging facilitated a successful market launch and fostered deeper engagement with commercial cannabis growers. This foundational work, and subsequent support, has set Tune on a trajectory for long-term success and leadership in advanced cultivation lighting.