How RE+ Expanded Beyond Solar (and Shattered Its Attendance Record)
As the clean energy industry evolved beyond solar alone, mdg helped RE+ develop a new brand and long-term strategy built for a broader market.
Case Study
- Repositioned a solar-focused trade show as a platform for the entire renewable energy industry
- Record-breaking attendance followed the launch of the RE+ brand
- New agreements for additional event formats and international opportunities secured
Client
RE+ Events (SEIA & SEPA)
Challenge
Solar Power International began as a solar-focused trade show, but had expanded well beyond its original scope — reflecting growth across storage, grid infrastructure and the wider clean energy landscape. With that shift, leadership needed a brand that tied the event to the full industry it served — without alienating its existing community.
Approach
mdg conducted a comprehensive brand review that included industry research, stakeholder interviews and competitive positioning analysis to evaluate how the event was perceived and where future opportunities existed. The resulting work established the business case for rebranding Solar Power International and led to the development of the RE+ name and launch strategy. In parallel, mdg supported long-term growth planning through financial analysis, board-level discovery interviews and strategic workshops focused on audience expansion, international opportunities and future event formats. The combined process aligned brand evolution with measurable business objectives from the start.
Results
The RE+ brand launch helped drive record-breaking attendance while successfully repositioning the event for a broader clean energy audience. New agreements for additional event formats and international opportunities extended the brand beyond a single annual event, creating a stronger foundation for long-term growth.
Frequently asked questions
Organizations often outgrow their positioning when the industries they serve evolve faster than the brand itself. For RE+, the event had expanded beyond solar into broader renewable energy sectors, but the existing identity no longer reflected that shift.
Brand identity refers to visible elements such as the name, logo and visual system. Brand strategy defines the positioning, audience focus and competitive differentiation that guide how the brand is built and communicated.
Rebranding can help organizations expand into new audiences, markets and partnership opportunities that may not align with the previous identity. For RE+, the broader positioning supported future international expansion and new event formats tied to long-term revenue planning.
Stakeholder research helps organizations understand audience perception, competitive positioning and potential risks before major brand decisions are made. Research for RE+ informed both the rebrand strategy and the board approval process.
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