THE BRIEF San Mateo County’s Community Choice Energy program, now Peninsula Clean Energy (PCE), sought a customer-facing brand, website and marketing campaign to introduce the program to San Mateo County residents and businesses. The brand would need to appeal to the areas’ diverse array of stakeholders including tech giants, cost-conscious older adults, and multicultural communities.
THE BRAND The Peninsula Clean Energy logo was designed to be as simple as effectively possible. The leaf represents sustainability, the bulb represents energy and the check symbolizes choice. The three elements come together in an economical and transparent way reflecting the brand’s values and resonates throughout the program’s diverse array of customers. The accompanying brand architecture includes the programs' two products: ECOPlus and ECO100.
THE CAMPAIGN To reach the wide and varying audiences in San Mateo County, I worked as part of a team of talented communications and creative professionals to develop a comprehensive launch campaign which leveraged print publications, outdoor and transit space, broadcast television, and digital channels. The print advertisements were placed in local and specialty publications, including multicultural and in-language community newspapers.
MY ROLE I served as the Senior Art Director for the Peninsula Clean Energy brand and launch campaign. I lead brand strategy and development of visual guidelines, and a suite of tailored collateral materials for community outreach. I provided art direction, managed a small interdisciplinary design team and developed copy and visual design assets for execution across a variety of channels.
I led the launch campaign concept development, including managing and art directing photo and video shoots, and developing advertising prototypes for print and digital advertising. I also oversaw the development of experiential design, promotional materials, social media content and the design and development of the Peninsula Clean Energy website.