Bringing Joy to a brand built on being tough.
Increased J.D. Power Ratings
Increased Ipsos Emotion Score
Won 3 Emmy Awards
A greener planet and a better future for all people.
A flexible system built from collaboration and rooted in the Consumers Energy logo.
Co-created with multiple internal teams to ensure seamless execution. Presented to C-suite executives and secured their buy-in, delivering a comprehensive presentation to over 100 team members and vendors from across the country. I led a full-day workshop, bringing together every designer in the system to explore, refine, and fully align with the unified brand vision.
"Hands down the most effective, efficient, creative, and collaborative partner.”
– Andrew Radvansky, Executive Director of Corporate, Strategic Communication
"Literally crying. It's just so sweet."
"Fell in love with your commercial and with (the CEO's) dad."
"Such moving commercials featuring the company I am honored to work for."
A video piece that came in midway through the brand refresh. With a sense of the brand’s direction, we drew from the storytelling aspect showing how Consumers Energy power restoration process.
VFX companies stopped creating rain so our team figured it out. Feeling like a kid getting to drive a giant water truck between locations was unexpected. I’m proud of how this one turned out.
Approach
Have conversations at all levels of Consumers Energy.
Use a design approach that’s teachable and connects to people in Michigan.
Use stories and strategic kernels in a system that can build.
My Part
Led the brand refresh including design, writing, animation, and photography direction while traveling to multiple pitches across Michigan doing internal research and presenting our work.
Brought teams together, collaborating internally and externally on the design refresh while ideating and partnering with the creative director to bring the brand commercial and launch campaign to life. I didn’t attend the commercial shoot in order to continue leading the design refresh.
Credits
CD: Corey B
Director: Christian S
Writers: John L, Jenna M
Designers: Erika S, Lauren P, Tyler C