Home / Work / Digital Product + Experience Design / IGS Energy: Campaigns
IGS Energy
The Green Conversion Suite
OVERVIEW:
Scaling Sustainable Energy Adoption through Data-Driven Design
IGS Energy, a leader in the residential and commercial energy space, committed to a sustainable future by pivoting toward renewable products. To support this transition, I partnered with the team to redesign the vision around a suite of high-performance campaign ecosystems for three emerging verticals: Solar, Carbon-Neutral Natural Gas (CNG), and Biogas.
The mission was to modernize the digital presence to reflect the innovative nature of the green energy industry while leveraging the core strength of the IGS brand. Built within HubSpot, these platforms served as the primary lead-generation engine for a national multi-channel media campaign. This solution, is the sustainable pivot.
ROLES:
Lead UI/UX Design
Design System Architecture
HubSpot Development & Optimization
Content Strategy & Visual Storytelling
Visual QA & Deployment Strategy
TOOLS & RESOURCES:
INSIGHT:
Designing for the Awareness Gap
The primary challenge across all three verticals was the "Awareness Gap." Consumers were interested in sustainability but overwhelmed by technical jargon.
My strategy was to use Progressive Disclosure—hooking users with an emotional or financial benefit and only revealing technical specifications as they moved deeper into the consideration phase. By translating complex energy data into human-centric narratives, we made the invisible benefits of green energy tangible.
STRATEGY:
Modern, Consistent, and Conversion-Focused
Our strategy focused on three key pillars to ensure the brand felt cohesive yet specialized:
Brand Flex:
We leveraged the strength of the IGS brand (voice, color, and tone) but allowed the visual weight to shift—Lifestyle for Solar, Technical for CNG, and Partnership for Biogas.
HubSpot Integration:
Every page was built as a modular template within HubSpot, allowing for rapid deployment and real-time KPI tracking.
Performance UX:
We optimized every touchpoint—from mobile-first HubSpot forms to interactive data grids—to ensure the national media traffic converted into measurable leads.
OBJECTIVE:
From Awareness to Action
The objective was to transform IGS from a traditional utility provider into a modern energy partner. We aimed to create a "Conversion Engine" that felt as innovative as the technology it was selling—effectively bridging the gap between high-concept media (TV, Radio, Social) and functional lead generation.
PROCESS + WORKFLOW:
Agile Innovation
Working in a high-velocity environment, the team implemented a modular design system that was able to thrive within the HubSpot space.
Component-Based Design:
I created a library of reusable modules that allowed the marketing team to launch new product flights in record time without compromising design integrity.
Lead Integrity:
By hard-wiring every CTA into the HubSpot CRM, we ensured the sales team had full visibility into the user's journey from the initial ad click to the final inquiry.
CAMPAIGN:
Solar Energy: Go Green for Good
For the residential Solar vertical, the goal was to lower the barrier to entry through emotional resonance and a contemporary aesthetic. I designed the UX to mirror the aspirational tone of the "Go Green for Good" campaign, focusing on the "Simple Switch" for homeowners. By utilizing high-vibrancy imagery and a clean, "light-filled" layout, we transformed a high-consideration purchase into an accessible, rewarding user journey.
CAMPAIGN:
CNG: The Power of Carbon-Neutral Gas
The CNG campaign targeted commercial fleet managers who required technical proof before making a switch. I shifted the visual language to be "Under the Hood"—using technical iconography, bold typography, and data-dense comparisons. The redesign focused on demonstrating that "Green" doesn't mean a sacrifice in performance, highlighting Horsepower, Torque, and Weight specs to build immediate B2B credibility.
CAMPAIGN:
Biogas: Turning Waste into Asset
Introducing an entirely new industry required a design that felt both innovative and authoritative. For the Biogas vertical, I focused on an educational "Exploration-First" UX. We targeted dairy farmers and agricultural partners, using a "Boots on the Ground" visual style to explain complex waste-to-energy technology. The redesign positioned Biogas not just as a utility, but as a strategic partnership and a new revenue stream.
RESULTS:
Powering the Future
Market Modernization:
Successfully repositioned the IGS digital footprint to match the cutting-edge nature of the renewables industry.
Unified Lead Hub:
Centralized three disparate product lines into a single, high-efficiency HubSpot lead-management system.
Operational Velocity:
The modular framework reduced the "Time-to-Launch" for new campaign pages by over 40%, allowing IGS to respond instantly to market shifts and media opportunities.
