Oregon Rural Electric Cooperative Association & Powerful Bring Statewide Cooperative Resources Into Focus with New Website Design for the Oregon Trade Association that Serves Electric Cooperatives
WILSONVILLE, OR — Oregon Rural Electric Cooperative Association (ORECA) and Powerful have created a new website that pairs statewide cooperative resources with stronger storytelling. The refreshed experience gives visitors clear paths into ORECA’s advocacy work, industry issues, events and cooperative history while reflecting the association’s current brand.
ORECA represents and promotes the interests of 18 electric cooperatives and their members across Oregon. Its work includes advocacy, education and information that support cooperatives as they provide safe, reliable and renewable power to communities throughout the state. The association also serves as a resource for legislators, industry partners and members of the public seeking information about Oregon’s cooperative community.
“Cooperative statewide associations have an important role to unify the state’s cooperatives through storytelling and advocacy, and the website is a key factor in this mission,” said Annie Watson, Powerful project manager.
ORECA previously partnered with Powerful on its website and returned with a new set of goals for the next iteration. The project focused on updating the site to match ORECA’s current branding, creating a central hub for resources and organizing information around clear paths for visitors.
Tucker Billman, ORECA director of government relations, said the refreshed site delivered the change the association was looking for.
“I love that the new website is modernized and has a much better flow than the old,” Billman said. “We needed the facelift.”
ORECA’s statewide role is reflected visually throughout the site. Photography connects visitors with Oregon’s landscapes and cooperative communities, while a custom illustrated footer brings together mountains, waterways, renewable energy and electric infrastructure in one cohesive scene.
“The ORECA design draws from the scale and natural strength of rural Oregon,” said Jack Kenzler, the Powerful designer behind the site. “Bold compositions, striking contrasts and custom animation create a sense of discovery, revealing an experience that feels distinctly Oregon.”
Content strategy also played a central role in the project. Powerful and ORECA identified pages where visualization could help communicate detailed topics with added context. Pages covering ORECA’s history, power generation, wildfire mitigation, safety and key issues combine information with maps, statistics, timelines, photography and other visual elements.
The site also provides ongoing space for current information. ORECA can publish Ruralite stories and association updates through Powerful’s News Releases web app, while the Calendar & Events web app organizes upcoming meetings, conferences and other opportunities for cooperative members to stay involved.
Watson said the member cooperatives remained central to the project from the beginning.
“There was a clear vision from the beginning with the member cooperatives at the forefront to spotlight the cooperative difference,” she said. “Backed by a one-of-a-kind design, intentional content and relevant information, ORECA is paving the path to support all of Oregon’s electric cooperatives.”
Billman also pointed to the collaboration behind the finished site as a highlight of the project.
“My favorite part of the process was working with a really good team that was excited to help us build the website we believe we need,” he said.
For ORECA, the refreshed website creates a central place to share the information, issues and stories that connect Oregon’s cooperative community while supporting the association’s broader role across the state.
About Powerful
Powerful is a leader in designing human-centered web design experiences for broadband and electric co-ops as well as other utility companies; enhancing website interactions through innovative design and thoughtful technology. Their mission is to build lasting partnerships with electric cooperatives and utility organizations by creating engaging, visitor-friendly digital experiences across websites and mobile applications.
Specializing in website functionality, website visitor experience, and web accessibility, Powerful tailors each web design project to the unique needs of electric co-ops they partner with, ensuring digital tools are visually appealing, intuitive, and easy to navigate. With a focus on humanizing website experiences, their team is dedicated to understanding the specific challenges and goals of each utility organization, crafting solutions that foster meaningful connections and drive engagement. Through a meticulous design process and commitment to excellence, Powerful helps utilities connect more effectively with their communities, delivering website experiences that both inform and inspire.
About Oregon Rural Electric Cooperative Association
Oregon Rural Electric Cooperative Association (ORECA) represents and promotes the interests of 18 electric cooperatives and their members across Oregon. Since 1942, the statewide association has supported Oregon’s electric cooperatives through advocacy, education, industry information and opportunities for connection. ORECA works to advance the cooperative model and support its members as they provide safe, reliable and renewable power to communities throughout the state.
