First Wind Corporate Website
First Wind (formerly UPC Wind) is a leading North American wind energy company. In this crucial time of climate change and high energy prices, their challenge was to speed the development of wind farms so the company could expand its efforts more rapidly—while countering the myths propagated by anti-wind groups, and appealing to key stakeholders in the wind farm approval process. Captains of Industry and First Wind decided to begin from the most basic level: developing a new name, a new logo, and overhauling their communications strategy, crafting a new brand image and more focused messaging. We developed a new website incorporating video testimonials, plus print literature to be used at the local level. In effect, we took numerous individual wind farm projects and helped transform them into one large, unified brand. This enabled First Wind to communicate consistent messages, tailored to their diverse audiences, each of which have to be on board to make a wind farm a reality. The result? First Wind’s project development and approval process has been accelerated, and their profile increased: when CNNMoney did a search to find the leader in wind energy to interview for a feature story, they picked First Wind. It’s another example of how good web content is at the core of organic search engine optimization.