NRG Flexible Demand Campaign
Turning complex energy economics into a usable sales and decision system.
Problem
NRG needed to explain flexible demand—a technical, abstract energy concept—to non-expert business buyers without slowing sales or overwhelming stakeholders.
Actions
• Built the core visual and content system used across all campaign assets.
• Structured long-form content to reduce cognitive load and clarify decision paths.
• Designed data visualization standards to make energy economics actionable.
• Standardized layouts so assets could be reused across channels and audiences.
Constraints
Highly technical subject matter, enterprise compliance, multiple buyer types, and assets that had to work independently or as a system.
Impact
Improved clarity in sales conversations and created a repeatable framework for future energy offerings.
Defined the narrative and visual framework that anchored all campaign assets.
White Paper
Designed the white paper as a decision tool—structuring content and data so non-technical buyers could act without expert guidance.
Designed the white paper as a decision tool—structuring content and data so non-technical buyers could act without expert guidance.
Cheat Sheet
Condensed the full framework into a scannable reference used in sales and customer conversations.
Condensed the full framework into a scannable reference used in sales and customer conversations.
Paid Media & Social Ads
Adapted the system for paid and social placements without breaking hierarchy or clarity.
Adapted the system for paid and social placements without breaking hierarchy or clarity.
