NRG Energy, Inc. is the “biggest company you’ve never heard of.” At least that’s what our clients said when they came to my team with a challenge: redesign a tab on their website to create a better experience for their business customers.

Once we learned more about who they are (people who care about people, and just happen to know a lot about energy) and what they do (create innovative, customized energy solutions for customers across the nation), we knew we had to think bigger.

From a tab on the website, we sold in a digital transformation to build an entirely new website. It’s data-driven, personalized, and comes with a modernized digital identity.

As lead copywriter on the project, my role was all-encompassing. I partnered with UX, Design, and Tech to inform content strategy, build wireframes, create an all-new iconography system, design case studies, and architect the personalized content strategy.

As the head writer, I ran a client workshop to translate their tone of voice to reflect who NRG really is—a true partner who is intuitive, creative, efficient and empowering. Then I lead copywriting efforts to complete the nearly 400-page website with our tone of voice in mind. This drastically changed the look and feel of the website, while ushering in a complete rebrand announced by a brand anthem and business story campaigns.

Check out the website or head to the next post to see how those business stories came to life.

The Creative Team: Ben Parisot (Assoc. Design Director), Aimee Reed (UX Lead), Riley Werner (Sr. Designer), Jason Glover (UX Director), Dom Murphy (Design Director), Sandra Zhovner (Designer), Amalia Fredericksen (Designer), Erich Quist (Sr. UX Designer), Sheila Ashdown (Copy Editor).

NRG: A Personalized Digital Transformation