Energy Security Corporation
Website
The Energy Security Corporation (ESC) is a government-backed and operationally independent clean energy investor. Backed by $1 billion, the ESC is mandated to co-invest in NSW-based projects to accelerate the state’s clean energy transition.
My approach:
The ESC had a very robust brand messaging guide, including a Unique Value Proposition, messaging pillars, messaging matrix and a messaging narrative.
So, while there was no existing content or collateral to work with, there was a clear strategic framework to guide the tone and direction.
My job was to choose and combine the best elements for each section and page, with the user journey in mind — and aligning with the client’s goal of creating a website that was informative and interesting.
Thank you to Abi Sexton, the ESC’s Marketing Lead, for guiding and working with me.
The ESC’s UVP — “Investing to accelerate NSW’s energy transformation” — is the first message visitors see upon landing on the homepage.
It is supported by part of the sub-line to introduce the organisation: “The Energy Security Corporation is a government-backed investor in large-scale clean energy infrastructure.”
I refined the last sentence to better suit the aspirational tone of the homepage hero section: “We co-invest to move projects forward, securing the clean energy system NSW needs, now and into the future.”
“Investing with clear public purpose and independence.
Our strength is in our structure. With a clear public mandate and investment independence, we’re uniquely positioned to co-invest in the clean energy projects needed to deliver a reliable and secure electricity system for NSW.”
As a new organisation, it’s crucial for the ESC to clearly communicate its role, mission, and impact to build awareness and understanding.
So, we continue to place the focus on ‘what’ and begin layering in ‘how’.
“The NSW energy transformation is underway
Coal-fired power is retiring and under the NSW Government’s Electricity Infrastructure Roadmap, the state is transitioning to a cleaner, more affordable and reliable energy system. While strong progress is already being made, the scale and speed of investment needed is beyond what the market can deliver on its own. Backed by $1 billion in seed funding, the ESC partners with the private sector to fill critical gaps and accelerate project delivery.”
From there, the Who we are page starts to explore the ‘why’ — the deeper purpose behind the ESC’s work.