Hawaiian Electric
Community Engagement
Energy & Utilities
From Social Channels to Social Impact
For more than 12 years, 3/Thirds has partnered with Hawaiian Electric to help deepen their connection with customers, partners, and communities across the islands.
From launching their first social media channels to developing brand identity, voice, and digital ecosystems, our work has focused on making energy human — telling the story of a utility company that powers lives while empowering communities. Across platforms, we’ve helped Hawaiian Electric show up in meaningful ways that inform, inspire, and connect.
The challenge
As Hawaii’s primary energy provider — serving Oahu, Maui, Hawaii Island, Molokai and Lanai — Hawaiian Electric faced the challenge of transforming its customer experience and communications to reflect its ambitious sustainability goals.
The company had recently updated its logo, but lacked cohesive brand elements and a consistent voice across customer touchpoints. Additionally, legacy digital systems and interfaces made it difficult to deliver the kind of seamless, transparent interactions customers expect from a modern utility.
The task was both creative and technical: build trust, clarity, and engagement in a highly regulated environment while laying the groundwork for Hawaii’s clean energy future.
What we noticed
Our team quickly recognized that Hawaiian Electric’s greatest strength lay in its deep community roots. Generations of residents see the company not as a faceless utility, but as part of daily island life — a partner in powering homes, schools, and local businesses.
We also saw that connecting with customers required more than technology — it required storytelling. The brand’s digital presence needed to express empathy, purpose, and cultural respect. By elevating messages around sustainability, innovation, and local impact, we could help reframe Hawaiian Electric as a trusted, forward-thinking leader committed to a cleaner, more connected Hawaii.
What we delivered
Brand development
Created a new brand identity and voice strategy with comprehensive guidelines to bring clarity and cohesion across all communications.
Digital transformation
Redesigned and launched the customer website and company intranet, including full front- and back-end development, CMS selection, and implementation.
Re-architected key digital systems — from billing portals to customer application workflows — improving usability and reducing manual processes.
Customer Engagement & Content
Launched and continue to manage all social, SEM, and SEO programs, producing videos, campaigns, and content that humanize the brand.
Community Campaigns
Designed and executed social promotions and educational campaigns that inspire engagement and followship, reinforcing the company’s role as a trusted community partner.
Years of Results
Among many initiatives, the Community-Based Renewable Energy Portal (CBRE) stands out as a defining achievement. Developed for customers, solar suppliers, and Hawaiian Electric’s internal teams, the portal makes renewable energy participation more accessible and transparent than ever before.
The CBRE project reflects the culmination of our partnership — combining brand storytelling, user-centered design, and technical development to advance Hawaiian Electric’s mission: providing affordable, reliable, clean, and sustainable energy for all of Hawaii.
Through over a decade of collaboration, 3/Thirds has helped Hawaiian Electric evolve its customer experience from static communication to active connection — showing that when creativity, technology and community come together, impact follows.