Solar for the people the industry left behind. We built their brand, launched their GTM, and helped them raise $6M at seed.
Overview
Raya Power is a Puerto Rico and California-based solar startup on a mission to make clean energy accessible to the people the traditional solar industry has always ignored — renters, working families, communities living with an unreliable grid. Co-founders Meghan Wood and Nicole Gonzalez came to us with a genuinely category-defining product and the conviction to match. We built their brand from the ground up, shaped their voice, created the content ecosystem that turned a complex technology into a movement, and established the earned media footprint that made them one of the most-talked-about clean energy startups in the country.
The Positioning
The solar industry speaks in permits, backfeed agreements, and long-term contracts. We replaced all of that with something human: backup power in hours, bill savings from day one, renters included. The brand we built speaks to people who have been failed by the grid — not just people looking to optimize their utility bill. That distinction opened up entirely new audiences, from Puerto Rico and California to inbound interest from 10+ states and countries, and gave Raya Power a platform that resonated far beyond its product launch.
The Work on the Ground
We documented everything. From the first crate arriving at SJU to installations at pilot customer homes across Puerto Rico, our content strategy was built on radical transparency — showing the actual work, the actual people, and the actual places where energy poverty is a daily reality. Nothing about it feels like a tech startup pitching clean energy. It feels like neighbors helping neighbors.
The Pod
The Raya Power Pod is solar and battery backup in one — installed in hours, no permits, no roof access required. When it arrived at pilot customers' homes in Puerto Rico, we were there. The visual language we built around it is warm, grounded, and distinctly Puerto Rican. A backyard in Manatí. A family that's had enough of LUMA. A product that finally delivers on what clean energy promised decades ago.
The Empower Fund
As Raya Power's reach grew, so did their responsibility. We helped them launch the Raya Empower Fund — an initiative to bring reliable, clean power directly to vulnerable households across Puerto Rico. It became one of the most resonant stories in their content ecosystem, connecting the brand's commercial success to its deeper reason for existing.
