CASE STUDY
Branding and Storytelling for the First Certification Program for Power System Performance
Challenge
When USGBC and Green Business Certification Inc. (GBCI) launched PEER (Performance Excellence in Electricity Renewal), the first certification program for power system performance, the challenge was significant: how to establish credibility in a highly technical field while communicating value to non-technical audiences like cities, campuses, and utilities.
Approach
While serving as USGBC and GBCI staff members, Bold Branch Collective’s founders developed the complete brand identity, logo, and messaging platform for PEER. The creative and communications framework translated complex energy performance metrics into a clear, relatable story about reliability, resilience, and innovation. We positioned PEER as “LEED for power systems,” connecting it to the familiar language of sustainability performance and continuous improvement. Key steps included:
Brand strategy and positioning: Defined PEER’s unique place within the GBCI ecosystem, emphasizing measurable performance, continuous improvement, and resilience.
Messaging framework: Developed core narratives for target audiences (utilities, cities, campuses, and energy service providers) centered on transparency, reliability, and impact.
Visual identity: Created the PEER logo and visual system to convey innovation, connectivity, and trust, while complementing the broader GBCI and USGBC brand families.
Storytelling and reporting tools: Designed templates and frameworks for success stories, certification summaries, and data reporting to make technical achievements understandable and compelling.
Launch communications: Supported rollout through web content, stakeholder materials, and presentation assets that clearly communicated the program’s purpose and market relevance.
Outcome
The PEER brand and communications strategy successfully bridged the gap between engineering and sustainability audiences. The program gained traction among utilities, municipalities, and corporate energy managers worldwide, establishing GBCI’s credibility beyond buildings and into infrastructure.