Campaign
Concepting
Launching a new brand with a bang
The Challenge
Our efficiency utility in Washington DC wanted to come out strong after a visual rebrand, with a campaign that spoke to energy issues and had an authentic DC feel to it.
The Solution
This project is close to my heart, because it was the first time I was faced with an unknown market. I’d never been to DC, let alone understand its collective psyche.
So I researched, a lot, and very quickly. I learned about the conflict around taxation without representation.
I learned about the grit it took to live there, the sense of community, and the pride.
The concept I came up with, “Power isn’t everything; it’s what you do with it” serves as both a tongue-in-cheek jab at the political scene there, as well as a call to action around using energy wisely.
I worked with the art director to develop a visual aesthetic that would match the language: gritty, challenging.
Results
With signage around the city as well as digital and audio ads everywhere, it didn’t take long before the word was out. DC had a new utility, and it was all about empowering the people.
Signs of success:
Positive community feedback about the campaign!
Increased sales and media calls
Web traffic DOUBLED
