Webby for Good is a collaborative program formed by The Webby Awards and WP Engine to showcase Webby-recognized projects built to change the world.

Describe your Webby-nominated project. What’s the elevator pitch?

Energy Upgrade California® (EUC) is the result of California Public Utilities Commission (CPUC) adopting the state’s first Long Term Energy Efficiency Strategic Plan to reduce carbon emissions. This evolution of the Energy Upgrade California project started in 2016 when CPUC tasked DDB with an overhaul to the entire brand and program. In partnership with DDB, Tribal was able to propose a new digital strategy and design concept as well. Our brave client partners at CPUC got on board with our recommendation to drop a less effective one-site-fits-all model and re-imagined this program’s digital ecosystem as a “Constellation” of sites that cater to different types of Californians.

Why this particular cause as the subject of your project/campaign? Was there a moment that inspired it?

As a statewide initiative, Energy Upgrade California® intends to educate, inspire, and drive Californians to reduce their carbon footprint. By helping Californians take action to save energy, conserve natural resources, and make informed choices about their energy use, the program can reduce greenhouse gas emissions by 40%, below 1990 levels, before 2030.

What concerns were there about pursuing this idea? How did you get past them?

How do you motivate people to create change when they don’t believe their actions will make a difference? Our research showed that interest and acknowledgement of climate change is very high but that a single person’s belief in their ability to make a difference is very low. On top of creating a compelling experience that motivates and engages all Californians, Tribal had to balance the needs of clients, partners, and California’s various energy providers. Satisfying the needs of the government, the needs of stakeholders, and the needs of consumers was the trickiest needle to thread.

What was the most rewarding aspect of working on your project? What did you learn in the process that you didn't know/expect going into it?

A rewarding moment came when California energy providers, CPUC, and Tribal all committed to make Energy Upgrade California® an even better site experience. We collaborated with DDB to evolve design, focus information, and expand the Energy Hero site content. The content profiles California individuals and businesses that have implemented energy efficiency and gives them a voice in creating awareness. We all understood the importance of the decision to evolve the site and knew the result would be an experience we could all be proud of.

What real-world impact were you hoping to make with this project? Did the real-world impact meet your expectations?

We have a long journey ahead of us in reaching and hopefully surpassing our energy reduction goals. And we believe our biggest impact is yet to come: when inspired Californians look back and realize they each had a huge part in reaching the state’s energy goals.


  • Associate Creative Director Becky Kitlan Tribal Worldwide
  • Senior Designer Jin Park Tribal Worldwide
  • UX Director Derek Fernandes Tribal Worldwide
  • Technology Director Alex Swiderski Tribal Worldwide
  • Associate Creative Director Adrian Dickerson Tribal Worldwide
  • Executive Creative Director Kinney Edwards Tribal Worldwide
  • Head of Production & Client Services Phil Pessaro Tribal Worldwide
  • President Richard Guest Tribal Worldwide
  • Program Director / Project Lead Robert Michaels Tribal Worldwide
  • Business Lead Matt Perry DDB SF
  • Senior Account Director Lindsey Lucero DDB SF
  • Creative Director Samantha Brown DDB SF
  • Copywriter Alex Oshima DDB SF
  • Senior SEO Strategist Marc Beharry Tribal Worldwide

About the Green category

Sites that focus on "green" issues including concerns for environmental conservation and improvement of the state of the environment. Specific examples include recycling or energy blogs, websites announcing "green" corporate initiatives, conservation-focused blogging or environmentally friendly computer recycling websites.