Palmetto solar is one of the top home energy companies in the U.S. and a leader in the clean energy sector. When they approached Handsome Frank, they came with a clear objective. They weren’t just looking for an illustrator, they were looking for a new way to tell their story. With this in mind, the distinctive 3D style of Guillaume Kurkdjian caught their eye. Known for his playful environments, soft textures and optimistic tone, Guillaume’s work felt like a natural fit for a brand looking to redefine how clean energy is perceived.
Clean energy has long been perceived as a compromise. A choice rooted in restraint, responsibility, and reduction. Palmetto is part of a new wave of brands challenging that narrative. Positioning renewable instead as something that is abundant, comfortable and inherently practical rather than just an ethical compromise. Guillaume’s job was to help bring that mindset shift to life.
Working in Cinema 4D, Guillaume created a series of 3D illustrations that deliberately move away from the cliched visual tropes of the category - think suns wearing shades and battery characters. Instead he developed a world rooted in architecture and reality, but one that feels warm, accessible and quietly optimistic. Everyday scenes were subtly elevated into something more expressive and surreal, helping to introduce a sense of richness and depth that reinforces the idea of energy as something plentiful rather than scarce. A choice that can power a desirable lifestyle.
From the outset, Palmetto saw illustration not as a layer applied to the brand, but as an integral part of how it would be experienced. Each scene was designed to convey feeling as well as communicate function, expressing the benefits of clean energy in a way that feels immediate and human. Collectively, the illustrations build a cohesive visual world that customers can step into, one that conveys confidence without being overbearing, and optimism without naivety. A perfect partnership, like sunshine and solar panels!
What began with Palmetto spotting Guillaume’s work quickly evolved into a comprehensive collaboration. The illustrations and animations have been used extensively across their new website and are a major part of Ragged Edge’s excellent brand overhaul, which you can see in full detail here.
Got a project that you think could benefit from illustration? Feel free to get in touch, we'd love to hear more about it.
