Refocus on community engagement.


Portland, OR


  • Brand Strategy
  • Website Strategy
  • Sales Materials Development

PECI was back to start-up mode after leaving a legacy of energy efficiency consulting for more than three decades. After selling its assets to a private equity firm, our client was determining the next steps of advancing a clean energy economy in communities and the technology to support this mission. The branding elements needed a refresh and new materials were needed to sell new product offerings nationally to new and known stakeholders.

We partnered with its executives to workshop new product details that impacted the communities it was targeting. Audience analysis showed the sales journey would require infographics to explain a complicated system of community energy, along with sales sheets targeting community homeowners, local government and utility companies. The new sales materials force a brand refresh to be completed during the development of these new materials. It was not ideal, but the new brand elements created a fresh, modern look that matched the mission.

“In 2014, PECI sold its assets and reinvented itself from a national energy efficiency provider with hundreds of US employees and nearly 30 years of history to an agile startup working in the trenches with communities on issues of decarbonization. Melanie and her team at Alder capably tackled our strategic rebrand. In the process their team digested literally thousands of pages of legacy content. From it they evolved every font, paragraph, color and developed fresh, contemporary branding that managed to tell the story of our history and transformation in a single glance. We could not have made the transition so seamlessly without Alder.”



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