How It Started

Equinox Creative began in 2021 as Mulder Consulting—a founder-led consultancy launched by Kelly Mulder to serve the growing needs of the clean energy sector.

With decades of marketing experience and deep industry knowledge, Kelly built the firm with a clear focus: helping utilities, program implementers, and contractors communicate complex energy initiatives with clarity and precision.

As the work expanded, so did the team.

In 2025, the company rebranded to Equinox Creative—a name that reflects balance, forward momentum, and the evolution from a solo consultancy into a full-service clean energy marketing agency.

As Kelly shared during the rebrand announcement:

“Equinox Creative represents more than just a new name—it reflects our transformation from a solo consultancy into a thriving, full-service marketing agency. This evolution is a testament to the incredible talent and dedication of our team—the people who are helping our clients drive meaningful change in the clean energy sector.”

Today, Equinox Creative continues to build on that foundation—partnering with energy leaders nationwide to craft communications that captivate.

By the Numbers

Five years represents more than time—it represents momentum, growth, and measurable progress.

Remote Since Day One

Five Years Supporting Energy Leaders

Behind every number is partnership, strategy, and execution.

Pieces of Energy-Focused Content Created

What We’ve Built

Over the past five years, Equinox Creative has partnered with energy leaders to:

• Refine and elevate brand identities
• Launch integrated marketing campaigns
• Design accessible, performance-driven websites
• Develop strategic messaging frameworks
• Create and implement strategies that reduce participation barriers across income, language, and cultural contexts
• Translate complex energy programs into audience-focused communications

Our work spans branding strategy, creative campaigns, website design and development, content creation, and visual storytelling—built specifically for clean energy stakeholders.

Five Strategic Advancements That Shaped Our First Five Years

Establishing a Niche in Clean Energy Marketing
Becoming a trusted marketing partner for utilities, program implementers, and energy contractors.

Growing into a National Agency
Expanding our client base across multiple states while maintaining a fully remote, collaborative team.

Rebranding to Equinox Creative
Aligning our identity with our evolution and long-term vision.

Accessible & Usable Digital Design
Advancing digital and web strategies by embedding accessibility standards, ADA-aware design, improving usability, and inclusive user experiences that expand access to energy programs across diverse audiences.

Building a Team with Deep Energy Experience
Bringing together marketing professionals who understand both strategy and the technical energy landscape.

Looking Ahead

Five years marks a milestone—but it also marks momentum.

As the clean energy industry continues to evolve, Equinox Creative is focused on:

• Deepening partnerships with energy program implementers and prime contractors
• Elevating digital strategy with ADA-compliant, performance-driven websites
• Developing campaigns that connect technical work to real-world audiences
• Continuing to strengthen women-owned leadership within the energy sector

The work continues—and we’re just getting started.

When Strong Programs Still Stall

Over time, Danielle has seen the same pattern repeat across the industry.

Programs are built on smart policy. Incentives are meaningful. Marketing is thoughtful. Yet, participation still slows.

According to Danielle, this doesn’t happen because customers don’t care. Instead, participation often assumes customers have the time, energy, and project management skills they simply don’t.

Because of this, that insight sits at the heart of her work and challenges how many programs currently think about “support.”

Navigation Isn’t Support—It’s the Product

One of Danielle’s core ideas is simple and direct: navigation has become the product.

As program options multiply and customer attention shrinks:

• More choices don’t automatically lead to better outcomes
• Larger rebates don’t make decisions easier
• Asking customers to do more doesn’t drive behavior change

Instead, what converts is clarity; clear starting points, sequenced pathways, fewer handoffs, and less for customers to manage.

Ultimately, this shift reframes how teams should design, market, and deliver programs moving forward.

A Resource for Program Designers & Marketers & Implementers

Danielle’s eBook, How to Market Utility Programs in 2026, is written for those designing, marketing, and delivering utility programs who know the work doesn’t end at strategy—it succeeds or fails in execution.

It’s a practical, experience-driven look at how customer experience and program delivery intersect and where many programs unintentionally lose momentum.

Explore Danielle’s full eBook: marquisconsults.com/how-to-market-utility-programs-in-2026-ebook

For Immediate Release

July 1, 2025

Contact:
Shelly Dolbeer
help@equinox-creative.com
608-888-6801

KELLY MULDER APPOINTED TO MIDWEST ENERGY EFFICIENCY ALLIANCE (MEEA) BOARD OF DIRECTORS

SUN PRAIRIE, WI—July 1, 2025—Equinox Creative, a strategic marketing agency serving the clean energy sector, is proud to announce that its Owner & CEO, Kelly Mulder, has been appointed to the Board of Directors for the Midwest Energy Efficiency Alliance (MEEA) for the 2025–2027 term.

MEEA is a collaborative network of organizations dedicated to advancing energy efficiency across the Midwest. As a recognized leader in clean energy communications, Mulder brings nearly two decades of experience translating complex technical insights into actionable strategies for utilities, implementers, and program administrators.

“I’m honored to return to MEEA’s Board of Directors and contribute to the important work of advancing energy efficiency and equity across the region,” said Kelly. “Having built strong partnerships with MEEA member organizations over the years, I’m looking forward to deepening that collaboration and helping shape the industry’s future.”

Kelly previously served on the MEEA Board during her time at ILLUME Advising and has remained actively involved with the organization through committee work, conference leadership, and workshop development. She currently oversees portfolio-level marketing for several major utility energy efficiency programs, including brand identity, customer engagement, workforce development, and supplier diversity efforts.

Equinox Creative is based in Sun Prairie, Wisconsin, and works with clean energy clients across the country. Under her leadership, Equinox Creative has grown into a nationally recognized women-owned small business, certified as both a Women’s Business Enterprise (WBE) through WBENC and a Women-Owned Small Business (WOSB) through the U.S. Small Business Administration.

Visit our website to learn more about Kelly Mulder and Equinox Creative.

About MEEA

The Midwest Energy Efficiency Alliance (MEEA) is a collaborative network that promotes energy efficiency to support sustainable economic development and environmental preservation. Learn more at mwalliance.org.

For Immediate Release

March 3, 2025

Contact:
Shelly Dolbeer
help@equinox-creative.com
608-888-6801

Equinox Creative: Same Team. New Name. Perfect Fit.

SUN PRAIRIE, WI—March 3, 2025—The team at MULDER CONSULTING, LLC, a trusted leader in strategic marketing for the clean energy sector, is excited to announce our rebrand to Equinox Creative.

“Equinox Creative represents more than just a new name—it reflects our transformation from a solo consultancy into a thriving, full-service marketing agency. This evolution is a testament to the incredible talent and dedication of our team—the people who are helping our clients drive meaningful change in the clean energy sector. We’re excited to share this next chapter and continue helping our clients craft communications that captivate,” said Kelly Mulder, Owner & CEO.

Bringing Experience & Expertise to Clean Energy Marketing

The Equinox Creative team includes six dedicated marketing professionals with over 50 years of collective experience in the clean energy sector. Utilizing our passions for storytelling and data-driven strategies, we excel at crafting purpose-driven marketing solutions. Since our founding four years ago, we’ve partnered with clients from the Midwest, and coast to coast, providing tailored marketing strategies that address the unique challenges and opportunities of the clean energy sector.

As part of our launch celebration, Equinox Creative will be attending and sponsoring the AESP 2025 Annual Conference, held March 10-13, in Phoenix, Arizona. Attendees are invited to stop by the Small Business Hub to meet our team and learn how Equinox Creative can help your organization achieve its marketing goals.

Discover our new look and learn how Equinox Creative can help your brand thrive. 

Visit our website, follow us on LinkedIn., or meet us in person at AESP 2025 in Phoenix!

About Equinox Creative

Equinox Creative (EQX) is a full-service marketing firm specializing in innovative marketing strategies for the clean energy sector. EQX partners with utilities, portfolio administrators, and clean energy small businesses to craft purpose-driven marketing solutions that inspire action. EQX is certified as a Women’s Business Enterprise (WBE) through the Women’s Business Enterprise National Council (WBENC), and a Women-Owned Small Business (WOSB) by the U.S. Small Business Administration (SBA).

For Immediate Release

August 8, 2024

Contact:
Shelly Dolbeer
designer@mulderconsulting.llc
608-888-6801

MULDER CONSULTING, LLC—now Equinox Creative—Certified By the Women’s Business Enterprise National Council

SUN PRAIRIE, WI—August 8, 2024—MULDER CONSULTING, LLC—now Equinox Creative—a marketing business specializing in serving energy efficiency programs run by utilities, portfolio marketing administrators, implementing contractors, and small businesses, is proud to announce national certification as a Women’s Business Enterprise (WBE) by the Women’s Business Development Center – Midwest Certification Committee, a regional certifying partner of the Women’s Business Enterprise National Council (WBENC). WBENC Certification is the gold standard for women-owned business certification in the United States.

“As the Owner and CEO of Equinox Creative, obtaining WBENC Certification, in addition to our WOSB certification from the Small Business Administration, is a significant milestone that reaffirms our commitment to diversity, excellence, and community empowerment. This certification not only validates the hard work and dedication of our team but also opens up opportunities for us to collaborate with other businesses and organizations that value inclusivity and innovation. For me, being WBENC certified is about more than just recognition; it’s about being part of a powerful network of women-owned businesses that are driving change and making a meaningful impact in their industries. Together, we can inspire the next generation of women entrepreneurs and contribute to a more equitable and prosperous business community.” —Kelly Mulder, Owner/CEO, Equinox Creative

The WBENC standard of certification implemented by the Women’s Business Development Center – Midwest Certification Committee is a meticulous process, including an in-depth review of the business and a site inspection. The certification process is designed to confirm the business is at least 51% owned, operated, and controlled by a woman or women, and that the business has appropriate structure and strategic business planning and implementation in place.

By including women-owned businesses among their suppliers, corporations and government agencies demonstrate their commitment to fostering diversity and the continued development of their supplier diversity programs, which in turn empowers women as leaders and brings about a more diverse, balanced and sustainable economy.

WBENC Certification combined with professional development and engagement in the WBENC network provides unsurpassed opportunities year-round, both virtually and in-person, for women-owned businesses to grow and expand their business and innovation through events, programming and connections with major corporations and other WBEs.

To learn more about MULDER CONSULTING, LLC, please visit mulderconsulting.llc.

About Equinox Creative

Founded in 2021, Equinox Creative (EQX) is proud to be certified as a Women’s Business Enterprise (WBE) by the Women’s Business Enterprise National Council (WBENC), the nation’s largest third-party certifier of businesses owned and operated by women in the U.S and a Women-Owned Small Business (WOSB) by the U.S. Small Business Administration’s (SBA) for the Women-Owned Small Business Federal Contract Program (WOSB Program). With six full-time marketing experts and our partners, we excel in crafting and executing marketing strategies for various stakeholders in the clean energy sector. Our dedicated team, recognized for their expertise, enthusiasm, and exceptional customer service, specializes in serving energy efficiency programs run by utilities, portfolio marketing administrators, implementing contractors, and small businesses. We place great emphasis on fostering professional relationships with organizations led by diverse leaders. We firmly believe that superior results are achieved through collaboration among teams with unique backgrounds and perspectives. Our team’s creative and strategic thinkers are driven by results that contribute to a cleaner and more sustainable world.

About WBENC

Founded in 1997, WBENC is the nation’s leader in women’s business development and the leading third-party certifier of businesses owned and operated by women, with more than 18,000 certified Women’s Business Enterprises, 14 national Regional Partner Organizations, and more than 500 Corporate Members, most of which are Fortune 500. Thousands of corporations representing America’s most prestigious brands, as well as many states, cities, and other entities, look for and accept WBENC Certification. Through the Women Owned initiative, WBENC also is a leader in supporting consumer-oriented female entrepreneurs and those who do business with them by raising awareness for why, where and how to buy Women Owned. For more information, visit www.wbenc.org and www.buywomenowned.com.

At the end of every year, many companies are looking to buy promotional items (aka use up the use-it-or-lose-it marketing budgets). This year is no different and I’m excited to officially partner* with Revolve Promotions—they provide custom sustainable promotional products. I’ve worked with president and co-owner, Justin Hajny, since he joined I’m Organic (parent company of Revolve) in 2010. As Justin was starting on his journey of creating the best ways to communicate brands using custom sustainable options, I had been in the energy efficiency and renewable energy industries for several years, so we started to meet for lunch and bounce marketing ideas off each other.

However, we go way back to 1999 at UW Madison when we met as aspiring business school students. We graduated a year apart with the same degrees (BBAs in Marketing and Management and Human Resources), but we took different paths. I ended up at Royle Printing in Sun Prairie, Wisconsin mere minutes away from the University, while Justin landed at the American Museum of Natural History and then the International Trademark Association in New York City. Before I’m Organic, Justin came back to Madison to earn an MBA in Entrepreneurial Management and then created Revolve Promotions in 2013.

Since then, we’ve continued to have lunches (more recently video chats) and collaborate on countless client promotional products. Now I’m excited to have Equinox Creative (formerly Mulder Consulting) partner with Revolve Promotions to offer my own clients turn-key sustainable promotional product services.

Together, our expertise allows us to find the perfect tools to promote brands that care about sustainability, while ensuring these items are useful, eco-friendly, and create a lasting impact. We also work with clients to highlight the use of sustainable products to their stake holders and customers.

If you’re interested in finding the perfect product for your brand, you can contact Justin directly or reach out to me.

*This partnership is not recognized by any government body, does not receive special benefits from taxation policy; and there is no commission, compensation, nor shared profits of any kind. Our intention is to offer turnkey services for sustainable promotional products. Both companies may and currently do similar business with any other entity.