Brand guidelines

A family run renewable energy business in Yeovil, fitting solar PV, battery storage and EV charging across Somerset and the South West.

BCPC sits between two things customers distrust: national solar companies with call centres and hard sells, and builders who fit panels as a sideline. It is neither. A small local team who survey properly and are still contactable in five years.

The positioning line

Solar designed for your home, by people you can actually get hold of.

What BCPC promises

• Honest, no pressure advice. If solar is not right for a roof, the answer is no.
• Designed, not just installed. Surveyed and specified for that property, roof, budget and usage.
• Proper trade standards. MCS, NAPIT, RECC, TrustMark, TSI approved code.
• You still know us afterwards. Insurance backed warranties, maintenance and upgrades.

Who it is for

Straight talking tradesperson, not energy salesperson. BCPC sounds like the person who came round, went up on the roof and told you the truth.

Four rules

• Plain over technical. Say what it does before what it is called.
• Show the proof, do not claim it. A bill screenshot beats an adjective.
• Confident, never pushy. No countdowns, no scarcity, no "act now".
• Human sized. Contractions, short sentences, name the team. It is a family business, so let it sound like one.

In practice

Words BCPC uses

Designed. Surveyed. Fitted. Local. Family run. Honest. No pressure. Tailored. Certified. Looked after. Independence. Your roof. Your usage.

Words BCPC avoids

Revolutionary. Game changing. Cutting edge. Unlock. Elevate. Empower. Free. Guaranteed savings. Deal. Offer ends.

A house outline with a panelled roof, a sun and a battery. Two versions cover everything.

On white, stone and light photography.

On black, dark grounds and dark photography.

Clear space

Clear space equal to the height of the house icon on all four sides. Nothing sits inside that margin.

Minimum size

• Digital: 40px wide. Print: 15mm wide. Below that the "Renewable Specialists" line stops reading.

Two colours do the work. Everything else holds them apart.

Balance

Yellow is an accent, not a wallpaper. Full yellow grounds are for the single strongest statement.

Contrast

• Black on Solar Yellow passes AA and AAA. This is the signature pairing, use it freely.
• White text on Solar Yellow fails accessibility. Never use it.
• Solar Yellow on Roof Black passes AA for headlines and large text. Keep it above 18px.
• Slate on White passes AA. Do not go lighter than Slate for body copy.

One family, three weights. A geometric sans: modern engineering rather than heritage trade.

Setting rules

• Sentence case for everything except short caps statements on social tiles.
• Highlight with the yellow block behind the words, never a second typeface or colour.
• No italics. No more than two weights in one layout.
• Phone number always 01935 677896, spaced, never with dots or dashes.

Real jobs, real roofs, real weather. BCPC's photography advantage is that it is obviously not stock.

What to shoot

• Work in progress. Hands on rails, a BCPC hoodie halfway up a roof, tools in shot. The most recognisable BCPC image.
• Before and after roofs. Same angle and lens height. Shoot the before at survey stage, every time.
• Finished systems in context. Panels with the house, the chimney and the village around them.
• The kit indoors. Tidy cable runs are the proof of workmanship.
• Faces. The team, named, on site. People buy from the people who turn up.

Treatment

• Natural light, no heavy filters, no cold grade. Keep skies as they came out, grey ones included.
• Slightly warm to sit with the yellow. Do not push saturation.
• Never composite panels onto a roof, and never stock houses.
• Written permission before an identifiable property appears in an advert.

Do not use

Stock photos of smiling families holding lightbulbs. Green leaf and globe icons. Solar farm aerials that imply BCPC does utility scale work. Anything shot in obviously Mediterranean sunshine.

Social carries the brand more than the website does. Three post types cover almost everything.

One: the statement tile

Two: the proof post

Three: the job in progress

Caption formula

• Line one is the hook and works with the sound off.
• Two or three short lines of plain explanation.
• One CTA only.
• Five hashtags or fewer, kept local.

Format

• Feed posts 1080 x 1350. Stories and reels 1080 x 1920. Keep text out of the top and bottom 250px on vertical.
• Yellow text blocks sit in the lower third so the roof stays visible.
• Every video captioned. Most of this audience watches on mute.

Customer reviews are the strongest copy BCPC has, because they say things BCPC cannot say about itself. Three layouts cover every review post.

Choosing the quote

This gets rushed, and it decides whether the post works. A quote earns its place if it contains a comparison, a surprise, or something concrete. Adjectives alone do not carry a post.

• Keep the setup. The reason a line lands is usually the clause before it. "The first to give me confidence" is a nice phrase; "I have invited many solar companies to quote over a number of years, and this was the first to give me confidence" is proof. Longer quote, smaller type, stronger post.
• Prefer the unexpected. A quote going down, a house left tidier than it was found. Nobody can copy these without them being true.
• Vary the angle across a set. One comparison, one surprise, one piece of restraint.
• Cut at the ends only. Trim the start and finish, capitalise the first letter, change nothing else. Never join sentences from different parts of a review.
• Correcting a typo is a judgement call. If in doubt, pick a different sentence.

The three layouts

A. Flat colour  |  1080 × 1350

A. Flat colour

• Use when there is no photo of that customer's install, or the sentence carries the frame on its own.
• Stars, quote, name, system, logo. Nothing else.
• Highlight the payload word in a Roof Black block with yellow type, since yellow cannot highlight on yellow.

B. Over photography  |  1080 × 1350

B. Over photography

• Only ever that customer's own install. Never a stock roof or another job.
• Full bleed with a dark gradient, heavy top and bottom, light through the middle so the roof still reads.
• Quote at the top, attribution and logo at the foot. Yellow block on the payload phrase.

C. The closer  |  1080 × 1350

C. The closer

• Last slide of every review carousel. One ask, phone number large.
• A free quote is worth saying, because it genuinely is free. Never extend "free" to the panels or anything with conditions.
• The ask can be direct without turning into a hard sell three slides after a customer praised BCPC for not selling.

Rules that apply to all three

• First name and town. Never a surname. System fitted underneath.
• Stars are Solar Yellow on dark, Roof Black on yellow. Five only when the review is five.
• Highlights never break across a line. Two half-blocks stacked look like a mistake.
• Line height opens to about 1.4 when a quote is highlighted, so blocks do not clip the line above.
• One highlight per slide.

Carousels

• One review per slide, strongest first. Slide one has to stop the scroll on its own.
• Closer last, and never two closing slides in a row.
• Three reviews plus a closer is the working length.

Video captions use the same type and highlight as the social tiles. The footage is the asset, so the type is only there to label it, but it should still look like it came from the same place as everything else.

Opener

Yellow on the word that matters

Step caption

Plain white, no highlight

The spec

• Same type and highlight as the social tiles. Sentence case, bold, white on footage, with a Solar Yellow block behind the payload phrase.
• Placed where the footage is empty, which on a roof shoot is almost always the sky. Never over the work.
• Two lines maximum. Line height opens to about 1.4 so the yellow blocks do not clip the line above.
• Highlights never break across a line.
• One caption per shot, changing when the shot changes.
• A dark gradient runs from the top of the frame, strongest behind the caption and fading to nothing by halfway down. Without it the type sits flat on the footage and gets lost the moment the shot brightens.
• Reversed logo top left, inside the gradient. Clear of the top and bottom 250px.

Movement

Captions snap in and out rather than fading, landing on the cut so they draw the eye in the first frame. The type is loud; the words stay plain.

Where the yellow goes

Opener and closing ask only, one phrase each. Step captions stay plain white, because a highlight on every caption stops being emphasis and becomes decoration.

This is deliberately the same treatment as the still posts. CapCut's own caption templates are used by half the trade, so matching the tiles is what makes a video recognisably BCPC rather than recognisably CapCut.

BCPC is MCS certified, a RECC member and TrustMark registered. Marketing claims are not just an ASA question, they are a membership condition.

Savings and generation claims

• Any figure must come from a real, documented system and be stated as that case, not a typical result.
• Always show the basis: property, system size, period, tariff, and whether standing charges are included.
• Never present one household's figures as what a reader will get.
• Keep the evidence filed against the ad, permission included.

Never say

• "Free solar panels" or anything implying no cost to the customer.
• "Government grant" wording that suggests BCPC administers a scheme it does not.
• Guaranteed payback periods or guaranteed savings.
• "Zero VAT" without the qualifying conditions.

Always include

• The legal name where required: BCPC Renewable Specialists, a trading name of BC Property Contractors Ltd.
• Accreditation marks only where they apply to the work shown.
• "Terms available on request" on the £100 referral reward.