EDF Energy Blue Lab: Website copywriting

Case Study


EDF Energy Blue Lab

Type of Work

Website copywriting

Helping an innovation lab showcase its unique culture and spirit

The challenge

EDF Energy set up its innovation hub Blue Lab to create and develop energy products and services for the future. It’s a space where entrepreneurs, start-ups and individuals can share ideas and test business models in an open collaborative environment – with the vast expertise and resource of a Big Six energy supplier behind them.

We were already working with EDF Energy when Blue Lab contacted us in 2016. They asked us to create content for their new website that conveyed the excitement, passion and innovative spirit of the lab. They wanted to encourage innovators and start-ups to join them. And crucially, they wanted to have a separate identity from the EDF Energy brand.

What we did

To create a distinct identity for Blue Lab, we had to get a feel for what it’s like to collaborate with them. We interviewed key stakeholders – from the senior Blue Lab team to start-ups working in the lab – to get their thoughts and hear about their experiences.

Based on their input, we sketched out a tone of voice – and when this was approved, we wrote the entire website, using the copy to get people excited about the challenges and opportunities of working in the lab and getting involved.

We worked closely with the senior team at Blue Lab and the web design agency to get the look, tone and feel exactly right.


The website will go live later this year. Our hope is it will give start-ups and individuals a flavour of what Blue Lab is, why it exists – and why it’s an exciting thing to be part of.