Developing an identity for an energy-saving initiative.

PGW asked us to create a name and identity for a new initiative that was designed to motivate customers to reduce waste and improve the efficiency of their businesses, schools and homes. In the industry, they call this type of initiative “demand-side management.”

This initiative consists of six rather complex programs that extend different types of rebates or incentives to different customers. To build awareness among the public, we knew we would need to unify the programs under one strong, overarching framework that would have appeal with all target audiences. With this in place, we enhanced the implementation of the program, increased customer participation and improved the program’s rate of success. We went on to create consistent messaging for the six distinct programs.