Making the case for the energy nobody sees.
In June 2022, the International Energy Agency brought its Global Conference on Energy Efficiency to Sønderborg, the Danish town Danfoss has helped push toward net zero. Danfoss needed the world to understand a hard idea: the greenest energy is the energy we never use. At Accenture Song, I led UX and design for the concept that carried that message: Why Energy Efficiency, at whyee.com.
The cheapest energy transition is the one made of energy we do not waste.
The challenge
Energy efficiency is the least glamorous idea in the climate conversation. It has no turbines to photograph and no ribbon to cut. The task was to make an invisible subject urgent for ministers, industry leaders and the public at once, and to do it around a live global event where the audience would arrive from thirty countries with thirty levels of context.
What I did
Developed the Why Energy Efficiency concept: one question as the front door to the entire subject, built as a progressive website and app rather than a conference microsite.
Led the UX and design of an experience mixing live streamed sessions from the event, short informational reels and films, and the story of Sønderborg's ProjectZero path to net zero.
Directed the design so the platform could outlive the conference: a campaign home for the message, not a page for a date.
The result
The conference gathered around 300 ministers, officials, organizations and companies from 30 countries, and the IEA named Sønderborg the Global Capital of Energy Efficiency. The stronger result came after: Danfoss kept whyee.com as the permanent home of its energy efficiency message, and the concept still runs as the company's campaign platform today.
- 30
- 300
- Still live
Countries represented at the conference
Ministers, officials and organizations gathered
The concept became Danfoss's permanent campaign platform
A concept built for a three day event became a company's long term voice on its most important subject. That is the difference between designing a deliverable and designing a position.
About the company
Danfoss
Danfoss is a Danish engineering group with roughly 40,000 employees, supplying energy efficient solutions in heating, cooling, motor control and electrification worldwide. Its home region of Sønderborg runs ProjectZero, an initiative to make the area carbon neutral, which is why the IEA chose the town as host.
- Energy
- Concept, UX direction, digital experience design
- 2022 - 2026
- CONCEPT AND APP