The Challenge

ERTHE needed to quickly prepare for an upcoming industry event with a booth presence that reflected their brand and expertise. The challenge was not just speed—it was ensuring consistency across multiple materials while elevating the overall visual impact.

They required:

• A branded tablecloth
• A retractable banner with strong messaging and clear calls to action
• A full suite of printed collateral

All within a tight turnaround window.

Our Approach

Equinox Creative led both the creative direction and production management, giving ERTHE a streamlined, low-lift experience.

The Result

The final setup delivered a cohesive and professional presence that aligned with ERTHE’s brand and stood out on the event floor.

• A clean, consistent visual system across all materials
• Clear messaging that communicated expertise at a glance
• Functional elements like QR codes to drive engagement
• High-quality production across all assets

ERTHE enhanced the display with wooden brochure holders and branded folders, complementing their natural, “earthy” aesthetic. Positioned among trees at the venue, the full setup created a strong and memorable visual experience.

“What Equinox Creative pulled together exceeded what we imagined—especially given how quickly everything came together. The setup looked polished, cohesive, and truly represented our brand. We had multiple vendors comment on how great everything looked.”
— Selena Worster Walde

“Equinox Creative made it easy to bring everything together quickly. From design to production, we knew we were in good hands—and the final result reflected that.”
— Anna Allenstein

The Response

Feedback from both the client and event attendees reinforced the success of the execution.

• ERTHE team members described the materials as “beautiful”
• Multiple vendors at the event commented on the booth’s standout appearance

Designed to Be Noticed

In busy event environments, strong visuals and clear messaging help your team attract attention and start meaningful conversations.

For energy program implementers and contractors, events are a critical opportunity to build credibility and generate connections. A cohesive, well-executed booth presence does more than look good—it communicates professionalism, clarity, and trust in seconds.

This project demonstrates how thoughtful design, strategic messaging, and seamless production can come together quickly without sacrificing quality.

Beyond the Booth

This project reflects more than event support—it shows how cohesive design and messaging can extend across every touchpoint. From booths to full-scale Creative Campaigns, the goal is the same: help your brand show up clearly, consistently, and with purpose.

The Challenge

Hawks Peak had momentum—but not alignment.

The original online presence served its purpose during the earliest phase of growth. However, as conversations with partners and stakeholders increased, the limitations became more visible.

For a relationship-driven industry like clean energy, perception matters. A placeholder presence can quietly limit opportunity.

The goal was to build a real brand foundation that matched the sophistication of the work.

Our Approach

EQX partnered with Hawks Peak to move from temporary to strategic.

Our work included:

Brand Strategy & Positioning.

Clarifying target audiences, refining value propositions, and defining core messaging pillars. This step ensured the brand would communicate focus and direction rather than general capability.

Logo & Identity Design.

Developing a distinctive logo and visual system designed to convey strength, clarity, and professionalism. The identity needed to feel established without feeling corporate or impersonal.

Website Strategy & Development.

Replacing the placeholder site with a fully developed website structured around business development. The new site was intentionally designed to:

• Clearly define who Hawks Peak serves
• Articulate services in language aligned with procurement thinking
• Reinforce credibility through confident messaging
• Support partnership and conference conversations

End-to-End Brand Rollout.

Ensuring alignment across messaging, visuals, and digital execution so that the launch felt cohesive and intentional.

This was not just a redesign. It was a repositioning.

Solution Highlights

The transformation from placeholder to strategic presence delivered measurable shifts in clarity and professionalism:

• A defined logo and visual identity system
• Messaging that clearly communicates focus and differentiation
• A fully structured website built to support business development
• A digital presence aligned with long-term growth goals
• Consistency across all external-facing touchpoints

Hawks Peak no longer shows up as a new firm finding its footing. The brand now communicates focus, credibility, and confidence.

For solo founders and growing firms in the energy sector, this evolution can change how conversations begin.

Explore the new site: hawks-peak.com

For more on our process, see our Branding Strategy & Identity Design and Website Design & Development services.

Client Feedback

“When I first launched Hawks Peak, I moved quickly. I purchased a URL with a placeholder for a website just to have something live and focused on getting the business off the ground. At the time, that felt like enough.

As the company grew, I realized I needed a brand, or at least a logo, because what I did have didn’t reflect the level of expertise or the direction I was heading. I needed more than a logo and website. I needed clarity.

Equinox Creative helped me define how I should show up in the market. They guided me through developing a real brand identity and a website that truly represents my work and vision.

Now, when I share my site or meet with partners, I feel confident in how Hawks Peak is presented. The brand finally matches the business.”

— Dr. Courtney Henderson, Founder & President, Hawks Peak Strategies

The Challenge

Green Home Experts had outgrown its name, brand, and digital footprint.

As the organization expanded its logistics, fulfillment, and distribution services in support of clean energy and workforce development programs, the existing brand no longer reflected the full scope or scale of the business. In addition, their digital presence was fragmented across multiple platforms:

• A primary Green Home Experts website
• A separate GHE Fulfillment website

This separation created confusion for users, diluted brand clarity, and limited the company’s ability to clearly position itself as a logistics-forward organization built to support programs nationwide.

The goal was to create a brand and digital ecosystem that:

• Accurately reflected the company’s expanded capabilities
• Unified multiple websites into one cohesive experience
• Maintained usability across portals and shops while aligning everything under a single, scalable brand

Our Approach

EQX partnered with the team to deliver a strategic rebrand and full digital consolidation, managing the process end-to-end.

Our work included:

• Brand Strategy & Renaming. Guiding the transition from Green Home Experts to Power Path Logistics, a name that positions the company as a critical logistics and fulfillment partner while supporting long-term growth beyond a single market or service type.
• Brand Identity Refresh. Developing a refined visual system that conveys momentum, reliability, and clean energy alignment while remaining flexible for future expansion.
• Website Strategy & Redesign. Consolidating the Green Home Experts and GHE Fulfillment websites into a single Power Path Logistics website, with clear service positioning, intuitive navigation, and a unified brand story.
• Portal & Shop Updates. Applying the new Power Path Logistics branding to existing portal and shop environments, preserving proven functionality while ensuring consistency across all customer-facing platforms.
• Project Management & Coordination. Keeping multiple workstreams aligned—from brand to website to digital platforms—while maintaining momentum and clarity throughout the process.

Solution Highlights

The Power Path Logistics rebrand and digital rollout delivered a cohesive brand ecosystem with clear, measurable benefits:

• A new name and brand identity that accurately reflects logistics, fulfillment, and operational expertise.
• A unified main website that replaces two separate sites with a single, streamlined experience.
• Clear messaging that communicates what Power Path Logistics does, who they serve, and how they support programs end-to-end.
• Updated portal and shop sites that align visually with the new brand while retaining familiar, user-friendly functionality.
• A scalable digital foundation designed to grow alongside the business.

Together, these updates created a consistent, credible presence across every touchpoint—helping Power Path Logistics show up in the market as the organization they have become.

Explore the new site: pplgx.com

For more on our process, see our Branding Strategy & Identity Design and Website Design & Development services.

Client Feedback

“When we started this process, I honestly didn’t know where to begin. I knew our business had outgrown the Green Home Experts brand, but I needed a partner who could guide us from start to finish—and that’s exactly what Equinox Creative did.

They helped us clarify who we are, how we should show up, and how to communicate our new brand across everything; from our website to social media, email, and beyond. The team didn’t just design a new look; they gave us a clear path forward.

As we prepare to launch Power Path Logistics at major industry events like the Midwest Energy Solutions Conference and AESP Annual Conference—where we’ll have a booth for the first time—we feel confident, prepared, and proud of how we’re showing up. Equinox Creative truly brought our new brand to life and set us up for what’s next.”

— Maria Onesto Moran, Queen Bee, Power Path Logistics

Balancing Education and Engagement

Clean energy is a serious business—but your content doesn’t have to feel that way. The most effective campaigns are the ones that make people smile while they learn. Humor, seasonal references, or a touch of surprise can help audiences engage with messages about sustainability, electrification, or efficiency in a more human way.

For example, we helped the Wisconsin Local Government Climate Coalition (WLGCC) with a series of lighthearted holiday graphics to communicate clean energy messages:

• A Halloween favorite reminding us to unplug with, “Watch out for energy vampires.”
• A turkey charging at an EV with the caption, “Gobble less gas. Go electric.”
• And a Santa plugging in his car with, “Sorry, reindeer… Santa’s gone electric.”

Each of these visuals grabs attention, delivers a clear point, and leaves a lasting impression—all while staying true to the organization’s mission and message.

Why Fun Works

Playful creative doesn’t trivialize the message; it amplifies it. When audiences see something unexpected or entertaining, they pause, share, and remember. A fun approach can break through message fatigue, especially in topics like clean energy, where information often leans technical.

By combining strong visuals with concise copy, your content can inspire action without losing authenticity. A well-timed post can remind followers about sustainability in a way that feels fresh instead of formal.

How Equinox Creative Can Help

Through our Content Creation & Social Media services, we work with organizations to create scroll-stopping campaigns that build awareness and engagement. Our team develops:

• Creative campaign concepts tailored to your audience and goals.
• Visual and copy alignment that balances professionalism with personality.
• Seasonal and thematic content calendars that keep messaging relevant year-round.
• Social templates and brand toolkits to make future content consistent and easy to deploy.

Whether the goal is to educate, entertain, or both, we help organizations use creativity strategically—because a strong message deserves an equally strong delivery.

Make Your Next Message Unforgettable

Let’s turn your clean energy story into content that connects. Connect with us for help starting your creative campaign.

The Vision Behind the GHE Hub

The GHE Hub began as a passion project—an idea Maria had been nurturing to help her trade allies find everything they needed in one place. From forms and reference materials to news and program updates, her vision was clear: create a centralized, modern resource that saves time and makes collaboration easier.

When GHE reached out, our team saw an opportunity to combine strategy, design, and functionality into something far more than a website. Together, we transformed Maria’s vision into a structured, user-friendly system that balanced accessibility, ease of navigation, and visual cohesion.

From Concept to Completion

With clear goals and strong collaboration, we completed the design and build in about a month. The process was focused and efficient, allowing us to create a solid digital foundation that could grow as GHE’s programs expanded.
The finished product is an easy-to-manage portal that reflects GHE’s personality while serving as a practical, everyday tool for trade allies. It gives users one central place to:

• Find what they need fast
• Access program materials
• Stay informed on updates and resources in one place
• Experience a visually cohesive design that reflects GHE’s brand

A Launch That Led to More

The collaboration proved so successful that it became a springboard for future work. Equinox Creative later used the GHE Hub as a test case in an RFP for a new client—an opportunity that included developing five custom portals for different audiences.

Our Approach to Digital Design

This project demonstrates what happens when creativity meets technical depth. At Equinox Creative, our Website Design & Development approach is built on understanding client needs, designing intuitive systems, and delivering scalable platforms that evolve with their users.

Each portal we build is created with the same attention to user experience, accessibility, and long-term flexibility. We believe a great platform should not only look polished—it should make people’s work easier every day.

Realizing a Vision

In the end, this project wasn’t just about building a portal—it was about realizing a vision. The GHE Hub stands as a testament to collaboration, strategy, and digital craftsmanship. It shows how a “someday project” can become a powerful, working reality with the right creative and technical partnership.

Why Event Materials Matter

Event collateral isn’t just decoration—it sets the tone for your event experience. Welcome signs, sponsorship posters, stage backdrops, and directional signage all work together to create a consistent and professional presence. When done well, they elevate the event, making it memorable for attendees and reassuring for sponsors.

The Importance of Early Engagement

Too often, event materials are left until the last minute. That’s when mistakes happen; logos don’t scale correctly, vendor timelines are missed, or creative opportunities are lost. By involving Equinox Creative early, you get the benefit of:

• Creative ideation that aligns with your event goals.
• Brand-refresh opportunities to keep your visuals current and engaging.
• Vendor coordination and print management that saves your team time and prevents costly errors.
• Consistent execution across all event collateral, ensuring nothing feels out of place.

Event branding is also a core part of our broader Creative Campaigns service, where we bring strategy, design, and execution together to make every touchpoint count.

Case Study: switch~ Event Signage (AESP WI Chapter Board)

The AESP WI Chapter Board reached out to us earlier this year with a request. Their goal was simple—replicate past designs with minimal changes and have them produced and shipped prior to the event happening a few months later. Given the advance notice we were able to propose a bigger vision: a full refresh of the switch~ event branding. Opening the door to exploring a modern, refreshed look while maintaining continuity. Our team developed new poster concepts, PowerPoint visuals, refined the logo, and began shaping a visual identity that reflects the event’s forward-thinking mission, as well as capturing the national AESP brand.

The client expressed gratitude for the redesign push—the result is a stronger event presence that aligns with the energy and innovation of the switch~ community.

For full examples, view the switch~ event collateral.

Why Work with Equinox Creative

Our role goes far beyond design. We serve as your strategic partner in event branding, helping you anticipate needs, refresh visuals, and manage the production process from start to finish. By reaching out early, you set your event up for success—with collateral that feels cohesive, intentional, and high-quality.

Planning an event?

Don’t wait until the last minute. Reach out to Equinox Creative today to start planning your signage, branding, and event materials. Let’s make your next event seamless, professional, and unforgettable.

Overview

The Peoples Gas and North Shore Gas Energy Efficiency Programs recently earned the prestigious 2025 MEEA Inspiring Efficiency Award for Marketing for their groundbreaking ‘Inspire to Save’ campaign. This five-year marketing initiative was a testament to innovation, collaboration, and dedication to fostering energy efficiency awareness in traditionally underserved communities.

Project

The ‘Inspire to Save’ campaign aimed to increase awareness and participation in energy efficiency programs across two utility territories, targeting residential customers, particularly in underserved communities. By leveraging multi-channel marketing and community engagement, the campaign successfully addressed barriers to participation and delivered tangible results.

Project Roles

• Peoples Gas and North Shore Gas: Led an initiative to promote energy efficiency in service territories, building a dedicated team of experts to successfully educate customers on energy-saving strategies.
• Erthe Energy Solutions: Provided strategic oversight and connections to industry experts.
• Equinox Creative (formerly Mulder Consulting): Delivered strategic marketing solutions, including campaign planning, messaging development, and creative content.
• PACO Collective: Focused on reaching diverse audiences with culturally relevant messaging in English and Spanish.
• L3 Agency: Deployed local brand ambassadors to build trust and engage customers at community events.
• Franklin Energy: Provided staffing support for community events and facilitated assessment registration communications post-event.

Goals and Vision

The campaign set out to:

• Raise energy efficiency awareness and participation in communities with historically low engagement.
• Build trust by addressing key barriers such as cost concerns and lack of awareness.
• Leverage partnerships with trusted community organizations to create relatable, impactful messaging

A Collaborative Approach

We are proud to have been chosen by Peoples Gas and North Shore Gas to partner with a stellar team of diverse marketing and outreach professionals, including Erthe Energy Solutions, PACO Collective, L3 Agency, and Franklin Energy to bring this vision to life. Together, we crafted a campaign that met customers where they are—whether on a smartphone, at a bus stop, or at a community event.

Key highlights of the campaign included:

• Multi-Channel Outreach: Spanning billboards, radio, streaming ads, and grassroots community events.
• Tailored Messaging: Personalized communications in English and Spanish addressed specific customer concerns and barriers.
• Data-Driven Strategies: Market analysis, customer insights, and satisfaction surveys informed and refined our tactics.

Results That Matter

The campaign achieved remarkable milestones:

• 72 million impressions through paid media at an average cost of $0.0067 per impression.
• Over 129,000 digital ad clicks at a 10-20% lower cost than industry averages.
• More than 1,500 home energy assessment sign-ups in 2023, doubling the 2022 total.
• Improved Net Promoter Scores (NPS) from 8.0 in 2022 to 8.5 in 2023.

A Scalable Model for the Future

The ‘Inspire to Save’ campaign is not just a success story—it’s a replicable framework for driving energy efficiency awareness and adoption. By combining community trust with innovative marketing strategies, this initiative has set a new standard for outreach and engagement.

We congratulate Peoples Gas and North Shore Gas on this well-deserved recognition and are honored to have played a role in this transformative effort.

Overview

Equinox Creative (EQX) (formerly Mulder Consulting) partnered with Erthe Energy Solutions (ERTHE) to refresh their brand and redesign their website. Through dynamic new design concepts, we helped elevate ERTHE’s positioning as a leader in clean energy.

The Challenge

ERTHE recognized the need for a refreshed brand and website that would better represent their commitment to clean energy innovation. While their previous branding and online presence worked for them as a new startup company, with six years and counting it was time for a refresh. They wanted to ensure their refreshed brand had visual impact and clarity essential for showcasing their leadership and expertise in the field.

Our Approach

1. Brand Refresh: We started by developing a range of color palettes for ERTHE, offering both safe and bold options. After exploring these choices, ERTHE selected the vibrant combination of dark blue and salmon, a choice that underscores their leadership and innovative spirit in the clean energy space.
2. Website Redesign: EQX redesigned the website with the new brand identity, focusing on a clean layout that emphasized clarity of messaging and ease of navigation. We worked closely with Digital Rein, ERTHE’s web developer, to ensure the design was recreated effectively on ERTHE’s platform.

Solution Highlights

• Bold, updated colors to reflect innovation
• Streamlined user experience with improved navigation
• Simplified messaging to better communicate clean energy solutions
• Mobile-responsive design for on-the-go accessibility

Results

The new brand and website better reflect ERTHE’s leadership in the clean energy sector, creating a visually compelling and user-friendly experience for clients and partners.

Client Feedback

“Equinox Creative delivered a design that captured our vision perfectly. The bold new look reflects who we are and where we’re headed in clean energy.”

Explore the details in the official press release.

Peoples Gas and North Shore Gas Energy Efficiency Programs

Projects

• Portfolio Marketing Administrator
• Program Marketing Director

Project Roles

• Marketing Lead: EQX (formerly MULDER)
• Team Lead: Erthe Energy Solutions (ERTHE)

Erthe Energy Solutions is proud to be certified as 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).

2022 Projects

Equinox Creative (formerly Mulder Consulting) and ERTHE continue to work together as the Portfolio Marketing Administrator, and additionally are responsible for the energy efficiency program gas-only Program Marketing development and implementation. Owner, Kelly Mulder, is responsible for providing strategic direction and support as the Portfolio Marketing Administrator, including developing lifecycle messaging, website user experience, satisfaction surveys, strategic planning, and direction for creative staffing contractors. For Program Marketing, Kelly is responsible for the overall strategic planning, implementation, and success of the gas-only energy efficiency Program Marketing efforts and campaigns.

2021 Projects

Together in 2021, the ERTHE team looked to re-imagine and re-structure the portfolio marketing strategy. With Kelly’s marketing guidance, the team developed an annual portfolio marketing strategic plan, vision statement, and goal. She and ERTHE collaborated to develop the Quadrennial portfolio marketing plan and the tools needed for the team to ensure the portfolio marketing efforts are successful year after year. The team is also partnering with a marketing agency to create and implement a multi-channel awareness campaign:

PeoplesGasRebates.com/Treat and NorthShoreGasRebates.com/Treat.

Wisconsin Statewide Focus on Energy Program

Representing 107 Wisconsin electric and natural gas utilities, Focus on Energy plays a pivotal role in delivering valuable information, resources, and financial incentives that ultimately benefit all residents of Wisconsin.

Project

• Portfolio Marketing Consulting

Project Roles

• Marketing Consultant: Equinox Creative (EQX) (formerly Mulder Consulting (MULDER))
• Portfolio Marketing Administrator: APTIM

Since 2021, the EQX team provides marketing consulting services, including process improvements, creative direction and evaluation, project management, and training for the Focus on Energy Portfolio Marketing team.

Highlights

• Website user testing and content development
• Brand refresh support, including brand guide and visual template development
• Information kit content development for economic development and the IRA Home Energy Rebates
• Custom program marketing training development and deployment, including training curriculum and instructor notes, live and recorded training, and custom PowerPoint slides