Brief
Create a campaign around the importance of data & analytics (DNA) to power quality (PQ) and the grid while positioning the client as a thought leader in the power industry. Focus on establishing the client as a knowledgeable resource with a secondary push to their flagship product.

Execution
Good power quality makes the world go round, but it can be hard to monitor and even more difficult to understand. Our client aims to be the leading resource for the insight and expertise customers need to understand their PQ through the power of data and analytics. To position the client as an expert in power quality, DNA and why they matter to the industry, I combined dark colors and data-centric imagery. Leaning into the connotations of DNA being an intrinsic part of the genetic code, I also utilized the client’s power wave to inspire a new helix element, which is carried throughout the campaign as a key visual element. This element nods to the importance of DNA as the building blocks of information, and thus, optimizing power quality in the industry.

I chose to lean into the brand’s dark blue and combine with pops of their bright cyan, which adds to a dynamic, glowing aesthetic representative of a citywide grid. For imagery I selected high-contrast/glowing data visualizations, more abstract patterns to represent the grid, and very intentional uses of cities and subjects at a macro scale. I combined this all with layering and fades to compound the idea that gaining visibility into power quality is the key to an optimized grid.

Results
This campaign generated 28 leads in the first three weeks after launch.