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THE BRIEF The Valley Clean Energy Alliance, now Valley Clean Energy (VCE), sought a customer-facing brand, website and marketing campaign for a new Community Choice Energy program serving Yolo County. The brand would need to appeal with the the areas diverse array of stakeholders including tech savvy advocates, communities of skeptical agricultural workers and a significant Spanish-speaking population.
THE BRAND The Valley Clean Energy logo was designed to reflect the community it serves, incorporating elements from the local landscape to help establish familiarity and trust among audiences. The brand voice and visual language are rooted in down-to-earth trustworthiness intended to help customers understand When they choose VCE, they help empower local control of electricity procurement decisions, reduce the carbon footprint associated with their electricity service, and help support growth of local renewables.
THE CAMPAIGN The Power to Choose campaign concept was to tap into our audiences fierce sense of independence and deep ties to the local geography. We designed and executed a photoshoot featuring local residents, business owners, and community leaders to build trust and strengthen positive brand associations. Campaign messages were inspired by local cowboy heroes (the chosen concept was internally nicknamed the “John Wayne”) and designed to communicate in a matter-of-fact, no-nonsense way.
MY ROLE I served as the Senior Art Director for the Valley Clean Energy brand and Power to Choose launch campaign. I led brand strategy and development of visual language and guidelines, provided art direction, managed a small interdisciplinary design team, and rolled up my sleeves to help with visual design and execution across a variety of channels.
I led the Power to Choose campaign development, including managing and art directing photo shoots, and developing creative 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 Valley Clean Energy website.