- Case studies

Carbon-free Energy 24/7

‘In response to the urgent need to drive rapid decarbonization across the global economy’ many organisations including Google and the United Nations, have joined together to accelerate the decarbonization of electricity grids by adopting, enabling, and advancing 24/7 Carbon-free Energy (CFE).’

Carbon-free 24/7

Fast forward to a carbon-free energy future, 24/7

With the world at stake, COP26 in Glasgow only a few weeks away and key stakeholders behind this movement: Sustainability Energy For All, United Nations, UN Energy and Google, hired our good friends at Green House PR (a partnering agency of ours) to roll out the Carbon-free Energy 24/7 campaign and launch it at an event held at the COP26 2021 event.

The aim was simple. To create high impact messaging and get as many people as possible to sign up and back the movement.

With no time to lose, Green House PR brought us in to assist with this fast-paced project and contribute our digital design and development expertise.

The mission: educate and convert

Green House PR and stakeholders began by defining the key objectives for the digital aspects of this project. They needed bespoke branding that strongly signified their core messaging and a website that will be at the centre of this campaign. People all over the world will be able to learn more about the Carbon-free Energy 24/7 movement in a visually engaging way, whilst being able to sign up to a mailing list to receive further information.

Educate the user about the Carbon-free Energy (CFE) 24/7 Initiative
Get users to sign up to mailing list
Supply a tool kit that’s downloadable

Carbon-free Energy 24/7

Visually interesting, accessible and simple to roll out

Our Lead UX & UI Designer, Nick Voke, powered up his creative process and established two art direction routes for Carbon-free Energy 24/7.

Both routes had a distinctive look and feel that were designed around three keywords: Visually interesting, accessible and simple to roll out.

Direction 1: Icons and illustrations

A culturally agnostic campaign that utilises bold iconography to tell the story – a direction that was influenced by differentiating from the norm in the sector, giving a fresh new look and feel.

Direction 2: Modern UI using fast forward motif

A professional, modern look and feel to the website, using a fast forward motif to add texture and depth to the imagery and UI – a direction influenced for a more business-to-business (B2B) approach, allowing focus for key photography and utilising a bold yellow to catch the eye.

Taking a single page web design approach

Art Direction 2 was chosen by the board of directors for having a simple, clear message, and better relating to their target market.

The website for this campaign only needed to have one call to action for the users to take – they simply needed to register their interest by signing up to a mailing list. So from a UX perspective, it was clear to take a single page approach. This removes any noise from the website by minimising user navigation, keeping the user’s attention locked in on the core message. Studies suggest that a single-page approach leads to 37.5 more conversions, which for this project is vital as its objective is to convert as many sign-ups as possible.

Sticky bar for a clear call-to-action

GreenHouse PR were happy with our advice to have a sticky bar at the top of the landing page so that at any point in the user journey, a user could click the ‘Go carbon-free’ button where they can fill out a form and start their Carbon-Free Energy 247 journey. This is a simple yet effective conversion rate optimisation (CRO) technique.

Design to development

In just a few day’s, the design was signed off and the landing page was ready for development.

Our Full Stack Developer Rach took the lead, rapidly developing a responsive website using a Nuxt.js framework and embedded a Mailchimp form to collect the user’s details. Figma was used for design (see image below) creating an effortless design to development handover, with Productive.io supporting as the core project management tool, which gave complete transparency to the entire team and stakeholders.

Left and right feature block
Testimonial slider
Three column content
Process block
Frequently asked questions
Partnership logo block

In a few day’s, the design was signed off and the landing page was ready for development. Full Stack Developer Rach took the lead, rapidly developing a responsive website using a Nuxt.js framework with a Mailchimp integrated form. Figma was used for an effortless design to development handover, and productive team-wide collaboration where GreenHouse PR could see the progress and give feedback. [Quote here]

24/7 CARBON-FREE ENERGY

#GoCarbonFree launched at COP26 in Glasgow

The 24/7 Carbon-free Energy campaign launched at COP2 at the co-organised event with Sustainability Energy For All and UN-Energy. The campaign gained a great amount of traction with hundreds of users flooding onto the landing page resulting in a number of sign-ups.

Press releases went live on the United Nations website, and references on Google’s sustainability page. This is a massive success in the eyes of all the stakeholders that have been part of the Carbon-free Energy 24/7 movement – a huge step in the right direction to eliminate carbon in our awesome world by influencing people and businesses to take action now!