Inspire Energy

A clean energy tech company on a mission to inspire people to fight climate change by making the easy switch to pollution-free clean energy

Discipline

Product, Brand

Team

UX Director, Account Director,
UX lead, UI lead, Illustrator

Work produced at Big Spaceship
as Design Lead

Deliverables

UX and design audit
Visual Design
Prototypes
Styleguides
Illustration system
Animations

Client

Inspire Energy

THE CHALLENGE

Redesigning .com and sales flow

Inspire is the only player in the game with the data & technology to make a compelling, personalized appeal for clean energy to the modern consumer.

A single average household burns more than 8,000 pounds of coal each year is stunning. While a narrow audience is ready to change their approach to energy based on facts like these … they don't drive the scaled impact Inspire seeks.

Inspire was looking to redesign their .com marketing site and improve their sales funnel along with creating an illustration system that would become part of their brand and visual identity

THE APPROACH

The role of the website

Build positive perception — Create a clear brand narrative to bolster awareness and increase positive perception of Inspire in a crowded field and with a skeptical audience.

Build understanding — Provide clear and simple product information to drive action, and a compelling company impact story to drive affinity and loyalty.

Drive conversion — Create a customer-centric conversion funnel that proactively answers common questions, and guides users seamlessly toward purchase.

THE SOLUTION

Architecting a new future

Improvements to the overall .com and sales funnel set a new foundation for the new website, offerings, and brand positioning. Outlining the reasons to believe and a clear call to action create a convincing rationale to motivate signup.

Homepage

Reasons to believe: Predictable

Reasons to believe: Simple

Reasons to believe: Impactful

Reasons to believe: Easy

Sales funnel wizard

The wizard is a set of questions that ask potential new customers about themselves. Inspire is able to to determine the best plan for the customer based on their location life circumstances.

Inspire's Illustration system

As part of a major brand overhaul, a robust illustration language was produced to elevate Inspire's storytelling. Illustration was vital in showcasing the clean energy company's products and services, building upon the existing brand book -- futher defining, elevating, and establishing Inspire ethos. These would be used on both digital and print touchpoints. The role of illustration includes:
• RTBs
• Storytelling
• Engaging narratives
• Interface
• Complex concepts

I collaborated closely with illustrator Nicholas Slater, providing creative direction to bring the Inspire concepts to life.

How does Inspire show clean energy in the home and your impact on the external world?

01. Recessed environment

02. Faces & people

03. Color

04. The Inspire line

Illustration elements

01. Recessed environments — They are quite subtle. They contain a mixture of outlined and solid shapes. The line work should remain minimal and not overly complex. Background environments are mostly greyscaled in color in order to allow pops of color within the main foreground elements.

02. Faces & people — People are shown in real-life situations with realistic body proportions and scale. Inspire's style is somewhere between sophisticated/ realistic and gestural/ expressive

03. Color — Fuchsia is the identifier and bridge between clean energy and the home. Accent colors such as Atlantic and Marigold (yellow and blue) are secondary in importance to the story and illustration.

04. The Inspire line — The line serves as a narrative device for richer storytelling only found in video and motion. It’s used to represent the connection to clean energy and its use within the home.

Hero illustrations

Hero illustrations are intended to tell more complex stories and richer narratives. This allows them to be more metaphorical and fantastical in nature. There were 5 hero categories produced: All forms of energy, how Inspire works, how renewable energy works, and how I reduce my impact and lifestyle.

Hero: All forms of energy

Spot illustrations

Spot illustrations are the simplest and most literal expression of a concept. They should still feel dynamic and even create a narrative. Spots are used for smaller moments that are informational and quick to comprehend.

Spot: Lifestyle

Spot: Lifestyle

Spot: Lifestyle

Spot: Lifestyle

Spot: All forms of energy

Spot: All forms of energy

Spot: All forms of energy

Spot: All forms of energy

Instagram

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