Following an in-depth brand analysis, our team embarked on a comprehensive campaign for Consumers Energy. Leveraging their existing brand recognition, encompassing the logo, colors, and tagline, we developed a brand system.
Upon the campaign's launch, we saw a substantial rise in J.D. Power ratings, a significant boost in Ipsos emotion scores, and the honor of winning three Emmy Awards, including Best Commercial Campaign.
Brand Elements & Signature
Print
Display Banners
Outdoor
Iconography
Typography
Photography Style
Tone of Voice
Our objective was to ensure our messaging resonated with Consumers Energy customers, reflecting our appreciation and commitment to their values. We aimed to convey the positive impact of their efforts on people, the planet, and overall prosperity. I took the lead in guiding the senior copywriter and presented the proposed tone of voice to our leadership team for approval.
:90 TV
I played a large role in concepting TV with internal and external stakeholders. During the shooting of this commercial I split responsibilities with the creative director and continued leading the brand design system.
All designs are exported at a lower resolution and don't reflect the final quality
