electric.nyc
Electric.nyc is a joint initiative leading the transformation to a carbon free New York. Our client - Urbs - won a prestigious award for their decarbonization roadmap covering the New York City real estate sector. The solution has the potential to reduce the carbon footprint of New York City’s built environment by 70 percent.
Opportunity
To promote the electric.nyc initiative, the client was in need of a compelling brand, story and business case to attract a diverse group of stakeholders. The New Division was asked to create an inspiring brand and platform, clearly communicating the complex technical solution and its benefits in and engaging way.
From Complexity to Clarity
To bring electric.nyc to life, The New Division began by diving deep into a vast collection of reports, research, and technical presentations—distilling it all into a clear, strategic foundation. We paired this analysis with direct insights from interviews with key stakeholders across New York’s real estate and energy sectors, ensuring that the final platform would speak to real-world needs and challenges.
From this foundation, we developed a powerful brand identity and story. Working closely with the client, we crafted a brand platform, visual assets, infographics, and core messaging tailored for multiple audiences and channels. We also designed and launched a website and produced a film that transformed complex information into an inspiring, accessible narrative.
By collaborating with the client and stakeholders throughout, we translated a highly technical solution into a brand that’s both engaging and easy to understand—without losing any of the nuance. Most importantly, we clearly articulated the business case and value for each key player in the NYC real estate ecosystem—setting the stage for real momentum and lasting impact.
