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.
With the new brand in place, we built a campaign for PSEG’s home territory of New Jersey, that brought the straightforward, forward-thinking attitude to life.
My Role: Freelance Creative Direction/Copywriting/Strategy
ICF Next Team: Vetry Ramachandran, Jose Lopez Rojas, Israel Pinto, Eddie Prentiss, Billy Weinheimer, Rosser Clark, Laura Black, Matt Silverman, Kaitlin Treber
