The Public Utility Law Project has launched a new brand and new website, created by SHOESTRING, the nonprofit’s agency. Since 1981, the Public Utility Law Project—a 501(c)3 nonprofit organization—has advocated for universal service, affordability, and customer protection for utility consumers in the state of New York. For low-income consumers, dealing with utility companies can be a daunting task. These utility consumers often need an advocate in their corner and sometimes even legal representation to ensure fair and affordable access to service. The Public Utility Law Project’s mission is to educate the public about its legal rights as utility consumers; engage in research and advocacy; and provide legal representation for low-income utility consumers in electric, natural gas, telephone and other utility related matters. Looking for expertise to build brand awareness with utility consumers and stakeholders and increase its capacity, Public Utility Law Project turned to the nonprofit branding and marketing communications experts at Shoestring to audit and review the organization’s brand identity, messaging and marketing opportunities. Shoestring delivered a nonprofit strategic marketing communications plan and developed a new, appealing brand initiative called the New York’s Utility Project: Protect, Empower, Represent. This will now be the primary brand name for the organization and will reach out directly to help consumers. New York’s Utility Project’s new website—designed and developed by Shoestring—recently launched. Working with the dynamic staff at New York’s Utility Project, UtilityProject.org contains updated and helpful information that assists the state’s utility consumers. From offering the ability to file online complaints and organize public meetings with the staff to learning about efficiency energy programs that are available, the website offers convenient tools for the public. It also has useful functionality for the nonprofit, such as hosting online surveys so the staff can learn more about issues consumers are directly experiencing. “We approach projects like this from a capacity-building perspective,” said Kyle Gregory, managing director of SHOESTRING. “We want everything we do to impact the nonprofit in terms of how well it can further its mission and serve its stakeholders. A website is more than just a website when you are talking about the important work these organizations do.” The dynamic website also presents the organization’s “Speak Out” public service campaigns which are five primary initiatives, including the organization’s pursuit on unaffordable electric rates from Con Edison and its work protecting cable phone service rights with Time Warner and other cable companies.