Case Study
Dominion Energy Demand Response Campaigns · June 2023 – Present
Enterprise creative systems built for clarity, scale, and customer action.
Campaign design, image direction, proofing, digital creative, and agency coordination for recurring Dominion Energy Demand Response communications.
Role / Scope
Creative
Campaign design, limited copy support, image sourcing, visual hierarchy, and format adaptation
Channels
Print, email, social, web, postcard, handout, and digital ad creative
Operations
Proofing, agency coordination, vendor coordination, brand guideline execution, and deadline-heavy production support
80K+
Customers enrolled
Dominion Demand Response enrollment has grown from roughly 30,000 to more than 80,000 customers.
1.5M+
Customer reach
Campaign work reached a large customer base across recurring print, email, social, and web touchpoints.
Recurring
Campaign cadence
Steady print, email, social, and web communications supported the program across a tight recurring schedule.
Strict
Brand + accuracy
Creative is built within utility brand guidelines, customer-facing accuracy requirements, and regulated communications standards.
Project Overview
A steady campaign system for one of the largest utilities in the U.S.
Dominion Energy Demand Response communications require a different kind of creative discipline: clear hierarchy, brand consistency, approachable imagery, accurate details, and recurring customer touchpoints that can perform at scale.
My role spans design, proofing, image sourcing, campaign hierarchy, email/social/web creative, and heavy coordination with agencies and vendors. The work is built on a steady schedule, within strict brand guidelines, and with a high bar for clarity and accuracy.
Campaign System
The creative has to feel familiar before it asks customers to act.
Image sourcing and visual consistency became a major part of the system. The goal is to build customer familiarity through relatable imagery, consistent color treatment, clear message hierarchy, and repeatable creative logic across channels.
Digital + Direct Response
Utility creative that has to be polished, accurate, and measurable.
The campaign system extends into email, social, digital ads, and web creative — each requiring clear calls to action, customer-friendly messaging, and brand-safe execution under tight timing.
Performance + Scale
Better hierarchy, stronger imagery, and clearer calls to action helped support program growth.
Over time, Dominion Demand Response enrollment has grown from roughly 30,000 customers to more than 80,000, with campaign reach above 1.5 million customers. The work has supported continued enrollment growth by improving message clarity, visual familiarity, and customer-facing calls to action across recurring campaign touchpoints.
The work is not just about making utility communications look better. It is about helping customers understand the value, trust the message, and take action inside a regulated, deadline-heavy communication environment.
Takeaway
Enterprise creative where accuracy and performance matter equally.
Dominion shows the other side of my creative range: high-volume, brand-regulated campaign work that balances design, customer psychology, proofing, direct-response clarity, and measurable program outcomes.