GO ELECTRIC
Home electrification made easy.
Services
Campaign Strategy
Campaign Voice
Campaign Identity
Campaign Experience
Industry
Environmental
The Challenge
To meet San Mateo County's 2030 climate goals, the Sustainability Department needed residents to understand, trust, and act on home electrification. With over 720,000 residents across multiple languages and cultures, reaching the right audience was complex.
The Approach
We built a strategy that made electrification relevant to everyone, reframing the complex policy language into a simple, personal home upgrade that makes daily life cleaner, safer, and more comfortable. Paired with practical tools, incentives, and resources, the approach helped residents move from curiosity to confident, informed decision-making.
Bright, bold, and built for impact.
To stand out from the institutional government look, we created a bold, bright campaign identity that deliberately broke from the expected “green energy” look. The campaign logo blends a house and a power socket to represent the shift toward all-electric homes.
We identified key audience segments, mapped their journey toward electrification, and established a matrix to guide messaging across segments. The voice was playful and human, using humor in the headline-driven creative to grab attention and myth-bust. We developed campaign assets in English, Spanish, and Mandarin, with cultural fluency baked in from the start. These brought the strategy to life across digital display, social media animations, and print.
Assets were developed in English, Spanish, and Mandarin to reach San Mateo’s diverse community.
Bay Area climate action in motion.
As the campaign ran across the County, it gained traction and caught the eyes of other organizations. The County is now commissioned to expand the campaign across all nine Bay Area counties.
This campaign is helping San Mateo County make great strides towards its 2030 climate goals. By pairing research-driven strategy with bold, human creativity, the technical, policy-heavy topic of electrification is now approachable, easy to understand, and invites everyone to go electric.
There’s an assumption that electrifying would mean your bills are higher because electricity is more expensive—but your total energy bill may not be higher, and if it raises your electric bill, it can be less than what you’re saving by not having a gas bill. ”
- Susan, Stakeholder
“
The air quality impacts are super impactful… especially when you’re talking to parents of young children—getting gas out of homes and the impacts that has on your family’s health is really resonant. ”
- Adrienne, Stakeholder
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WHAT WE DELIVERED.
Campaign Identity
Logo
Family of Fonts
Color Palette
Look & Feel
Visual Treatment
Campaign Strategy
Positioning
Focus Group Interviews
Stakeholder Interviews
Target Audience Personas
Communication Plan
Tone of Voice
Campaign Experience
Social Media
Animations
Postcard
Display Ads
Toolkit
Translated Assets
Campaign Voice
Campaign Name
Tagline
Key Messages
Messaging Development
Calls to Action
Campaign Concept
