American Biogas Council

By 2050, climate change is expected to cause approximately 250,000 deaths per year through malnutrition and heat stress.

The story

Patrick Serfass believes the American Biogas Council can play a major role in reducing climate change by increasing the number of Biogas projects.

Patrick Serfass

Executive Director, American Biogas Council

The challenge

How will Patrick enable ABC to increase the number of Biogas projects in the US from 2,000 to 14,000?

The solution

You can’t improve what you don’t measure, so ABC hired Theory to create a Biogas Platform to grow projects in the US.

The process


We began by working with Patrick to reduce the complexity of their website design and digital experience. Our design goals were to increase public awareness and member engagement.

Biogas data

We implemented the Biogas Grid – a standardized database of Biogas projects. Through industry partnerships we sourced and geotagged 2000 active projects in the US.


With Patrick’s subject matter expertise and Theory’s innovation delivery capabilities, we created a Biogas Resource Center, Energy Credit Calculator, Member Dashboard and Biogas Project Directory to arm ABC to grow Biogas projects in the US.

The actions

Armed with a new brand, simple yet compelling website and a Biogas platform, Patrick and the ABC confidently relaunched their digital experience.

Yet, would they be able to reach their goal and increase the number of Biogas projects in the US?

The results
1 month

– new brand

– web design

2 months

– prototype

– biogas data

3 months

– launch

– indy deal

” Our goal was to modernize our online presence, both the aesthetics and creating more digital tools for our members to conduct business and teach the public about our industry. Theory knocked it out of the park. “

Patrick Serfass

Innovation Director, AARP Innovation Lab