Case Study
PNM Demand Response Creative · June 2023 – Present
Localized utility creative built for clarity, trust, and customer action.
Campaign design, print creative, social assets, image sourcing, proofing, and brand-safe execution for PNM Demand Response customer communications.
Role / Scope
Creative
Campaign design, light copy support, image sourcing, and customer-facing visual hierarchy
Channels
Print, postcard, handout, and social creative for Demand Response communications
Operations
Proofing, brand guideline execution, vendor coordination, and customer-facing accuracy
550K+
Customers served
PNM serves a large New Mexico customer base, requiring clear, accurate, and brand-safe customer communications.
Accurate
Customer communication
Creative is built to stay clear, brand-safe, and accurate across customer-facing Demand Response materials.
Positive
Stakeholder feedback
PNM work has received strong feedback from client-side stakeholders and higher-ups.
Localized familiarity
Regional visual cues
Creative ties local scenery, events, and recognizable regional details into the media system so the message feels relevant before customers read deeper.
Project Overview
Utility communications with a more localized visual feel.
PNM Demand Response creative requires the same discipline as broader utility work: clear information, accurate details, strict brand execution, and customer-friendly calls to action.
The work leans into localized imagery, warmer visual direction, and simple customer education so the campaign can feel relevant to New Mexico customers while staying clear, polished, and utility-safe.
Print + Customer Education
Clear campaign materials built around customer understanding.
Print and postcard creative needs to explain the program quickly, guide customers toward action, and maintain trust through clean hierarchy, accessible messaging, and brand-safe visuals.
Social Creative
Program messaging adapted for scroll-friendly customer touchpoints.
Social assets translated Demand Response messaging into a simpler visual rhythm, pairing program education with approachable imagery and direct customer-facing language.
Accuracy + Feedback
Small utility details carry real customer and brand weight.
PNM creative has to be accurate, easy to understand, and consistent with strict utility brand standards. Proofing and coordination matter because these communications are customer-facing and often tied to program behavior.
The work has received strong feedback from PNM stakeholders, reinforcing the value of clear hierarchy, strong image direction, and communications that feel both polished and practical.
Takeaway
A localized utility campaign system with enterprise-level discipline.
PNM shows the utility side of my creative work at a more localized level: clear design, customer education, image sourcing, proofing, and brand-safe execution across recurring Demand Response campaign materials.