We Hit Refresh
After 120 years of Public Service, New Jersey’s PSEG was faced with new challenges seemingly every day. So they figured it was time to refresh, refine, and re-energize their brand.
Research uncovered a deep sense of stewardship and responsibility in the brand, which we expressed as “taking care of people and the planet.” With that essence at the heart of everything, we developed a set of brand attributes and a voice to match.
Next we created a look to match the urgency of today’s energy and environmental challenges., making sure that every aspect of the brand would convey the energy, passion, and movement required to solve them.
Since PSEG creates much of its content internally, a brand hub was created with guidelines, downloadable templates and assets to help keep everyone who touches the brand on the same page. Literally. Ongoing training sessions and work-in-progress workshops are being held to ensure consistent implementation.
My Role: Freelance Creative Direction/Copywriting/Strategy ICF Next Team: Vetry Ramachandran, Jose Lopez Rojas, Billy Weinheimer, Rosser Clark, Laura Black, Matt Silverman, Kaitlin Treber
