Strategic Energy Management
Services Provided: Branding, Interactive, Web Design.
The Northwest Energy Efficiency Alliance (NEEA) partnered with Rockit Science to provide branding and interactive services for their new program, SEM Hub, a self-sustaining, collaborative website and resource center for the strategic energy management community featuring organizational practices, policies, and processes that create persistent energy savings by integrating energy management into business practices.
The Agency was engaged with a branding scope of work that included the positioning, naming, and logo design of the new online resource center. After a discovery and strategy process that included initial findings, messaging hierarchy, nomenclature, and keyword identifiers, the Agency developed the new brand identity.
When it came to branding, the goal was simple: create a mark that tells users what SEM Hub is, as simply as possible. Design explorations yielded a mark that put SEM Hub front and center, with an added tagline that would provide more information on the function of the brand. The mark was designed to allow SEM Hub to stand on its own, while still illustrating that it is the central hub for strategic energy management. A rounded typeface, paired with a cool color palette, provided universality in illustrating that energy efficiency is for everyone.
In addition to the branding services, the Agency engaged in an interactive scope of work to bring the new brand identity to life. The SEM Hub interactive goals were to increase market awareness of the program, explain its benefits and usefulness, and drive users to an easily searchable resource library that provides guides, tools, videos, and courses. With a collaborative spirit at its core, the site needed to offer users the ability to rate, submit, group, share and download resources that the users find most useful.
In the web discovery phase, the challenge that was quickly discovered was that the audience was very wide. To narrow the target, the Agency carefully identified user personas to address specific needs for each user and take them through the “purchase funnel” to ultimately get them to the desired action: adoption of strategic energy management (SEM) tools and resources for their business.
Another challenge was the “inexperienced” SEM user. These individuals have an interest but may not know exactly what they need, ultimately not knowing what to look for. To resolve this, the Agency carefully crafted user pathways to help them navigate the site through messaging, “New to SEM?” and signifiers like “recently viewed,” “most viewed” or “top rated” to lead users to view suggested resources or selections made by the SEM community and/or experts. In addition, we featured case studies of companies and organizations in the target area that have successfully adopted SEM practices into their business further building advocacy.