Utility, Inc.
Brand Systems
Brand Stewardship, Creative Direction & Design
Utility, Inc. required ongoing creative support across digital advertising, print materials, and campaign initiatives. The objective was to maintain a cohesive, recognizable brand presence while allowing flexibility across channels, formats, and thematic concepts to support marketing, sales, and internal initiatives.
Rather than approaching each deliverable as a one-off, the focus was on building and maintaining a scalable brand system that could adapt to evolving needs while preserving clarity and consistency.
OVERVIEW/OBJECTIVE
STRATEGY & LEADERSHIP
I led creative direction and brand alignment across multiple initiatives, acting as a brand steward to ensure consistency, quality, and strategic intent at every touchpoint. This included translating business and marketing goals into adaptable creative frameworks, defining messaging hierarchy, and ensuring that all executions reinforced Utility’s brand values.
I partnered closely with stakeholders to prioritize clarity, performance, and efficiency — balancing brand expression with real-world constraints such as platform requirements, timelines, and audience attention spans.
KEY LEADERSHIP CONTRIBUTIONS
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Oversaw brand consistency across digital, print, and campaign work
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Defined scalable creative systems rather than one-off designs
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Aligned messaging and visuals to audience and channel needs
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Supported fast execution without compromising brand integrity
EXECUTION
Digital Advertising
Utility’s digital advertising required concise, high-impact messaging optimized for quick engagement while maintaining strong brand recognition across platforms.
I led the development of adaptable banner systems that balanced performance-driven layouts with clear brand presence. Creative was designed to scale across sizes and placements while remaining cohesive and immediately recognizable.
Deliverables included static and animated banner ads across multiple formats.
Print Materials
Print materials supported sales, recruiting, and awareness initiatives, requiring clarity, professionalism, and flexibility across use cases.
I developed a branded flyer system that maintained consistent typography, layout logic, and visual hierarchy while allowing content to shift based on audience and purpose. This ensured print materials felt unified with Utility’s broader brand while remaining easy to update and deploy.
Deliverables included branded flyers and supporting print collateral.
Thematic Campaigns
To introduce energy and storytelling into select initiatives, a space-themed creative concept was developed to reflect Utility’s forward-thinking mindset.
I led concept development to ensure the theme complemented — rather than overpowered — Utility’s core brand. Visual elements, messaging, and layout decisions were carefully controlled so the campaign felt intentional, cohesive, and aligned with existing brand standards.
Deliverables included themed digital and print assets
IMPACT
The consolidated brand system enabled faster execution, stronger consistency, and clearer brand recognition across Utility’s marketing channels. By approaching the work as an interconnected system rather than isolated deliverables, Utility was able to maintain a cohesive brand presence while supporting a wide range of initiatives.
SKILLS DEMONSTRATED
Brand Stewardship · Creative Direction · Campaign Systems · Cross-Functional Collaboration
Digital and Print Strategy