Solar and Energy Loan Fund

About This Project

Solar and Energy Loan Fund (SELF)

Launching a Community Green Bank for the Green Economy

Overview & Situation

The Solar and Energy Loan Fund (SELF) was launched as one of the first community-based green financing organisations focused on helping homeowners fund energy-efficiency, solar, and resilience upgrades. The concept was powerful—but new. Most residents had never heard of a “green bank,” didn’t understand how the loans worked, and were unsure if they qualified. SELF needed a clear, accessible brand and launch presence that could build trust with homeowners, contractors, local governments, and impact funders.

Our Role

Comet Media Group was engaged as SELF’s branding and launch partner. Our role was to:

Clarify the story and value proposition of SELF for multiple audiences 
Design the organisation’s first website and marketing tools 
Ensure everything was delivered on time and within budget, so more resources could remain focused on lending and impact

We worked closely with SELF’s leadership and public-sector allies to align the brand with community development and resilience goals.

Our Solution

CMG developed a lean, high-impact launch package that positioned SELF as a trusted community partner, not just another lender:

Brand Story & Messaging
- Translated technical green-finance language into human, benefit-driven messaging (comfort, safety, savings, resilience). 
- Positioned SELF as an inclusive, mission-driven resource for low- and moderate-income homeowners. 
First Website (Within Budget)
- Designed and built SELF’s first website, structured to answer core questions quickly: What is SELF? How does it work? Who qualifies? How do I apply? 
- Created clear user paths for homeowners, contractors, and partners, making it easy to learn, trust, and take action. 
- Delivered a professional, scalable online presence within the agreed budget—critical for a young CDFI in the green space. 
Marketing Collateral & Outreach Tools
- Produced foundational marketing collateral: overview brochures, one-pagers, presentation slides, event signage, and leave-behinds for community meetings and government briefings—again, all within budget. 
- Ensured visual and verbal consistency across every touchpoint, reinforcing trust and professionalism.

Together, these elements helped SELF enter the market as a credible, community-rooted green financing pioneer—making it easier for residents, partners, and funders to understand the model and begin using it to drive real-world sustainable improvements.

We don’t just create brands — we build movements.

USA Office

Jamaica Office