Project Overview
Every year, Southwest Gas undertakes a crucial initiative – the "811 - Call Before You Dig" campaign. This campaign is instrumental in educating the public about the importance of responsible digging practices. As the Creative Director, Designer, and Copywriter for this vital project, I took on the challenge of translating Southwest Gas's commitment to environmental protection and sustainable energy into a visually compelling and informative campaign.
This campaign's excellence was not just our belief; it was confirmed by the industry. It received the prestigious Communication Award of Excellence and was honored as a Hermes Award Platinum Winner. These recognitions highlight the campaign's impact and the outstanding quality of our work.
My Role and Achievements
Creative Direction
I provided the project's visionary framework, laying the foundation for a campaign that would resonate with Southwest Gas's values and its diverse audience. My role as Creative Director was to ensure that every element, from concept to execution, aligned seamlessly with Southwest Gas's mission to protect and improve the environment while fostering a sustainable energy future.
I provided the project's visionary framework, laying the foundation for a campaign that would resonate with Southwest Gas's values and its diverse audience. My role as Creative Director was to ensure that every element, from concept to execution, aligned seamlessly with Southwest Gas's mission to protect and improve the environment while fostering a sustainable energy future.
Graphic Design
In addition to my role as Creative Director, I served as the project's Graphic Designer, crafting visually stunning and effective materials. From eye-catching posters to informative brochures, every piece of design work aimed to capture attention and communicate the critical message of calling 811 before digging.
In addition to my role as Creative Director, I served as the project's Graphic Designer, crafting visually stunning and effective materials. From eye-catching posters to informative brochures, every piece of design work aimed to capture attention and communicate the critical message of calling 811 before digging.
Copywriting
As a Copywriter, I faced the unique challenge of tailoring the campaign's messaging to resonate with three distinct audiences: residential, commercial, and excavators. I ensured that the language used was not only informative but also engaging, encouraging people in each segment to take action and call before they dig. This strategic approach allowed us to effectively communicate the importance of responsible digging practices to a wide range of stakeholders.
As a Copywriter, I faced the unique challenge of tailoring the campaign's messaging to resonate with three distinct audiences: residential, commercial, and excavators. I ensured that the language used was not only informative but also engaging, encouraging people in each segment to take action and call before they dig. This strategic approach allowed us to effectively communicate the importance of responsible digging practices to a wide range of stakeholders.
I managed every aspect of a campaign, from coordinating timelines to overseeing the creative team and external vendors. My goal was to ensure a seamless workflow that met deadlines and exceeded expectations for a diverse group of stakeholders across three states. By managing internal stakeholders and collaborating with external contractors, I ensured that every voice was heard and delivered a successful campaign.
Reflection
I led the Southwest Gas "811 - Call Before You Dig" campaign from start to finish, showcasing my skills in Creative Direction, Graphic Design, and Copywriting. The project exemplifies my ability to turn ideas into powerful campaigns while handling stakeholder management challenges.
As a result of our collective efforts, the campaign was widely adopted, and a large portion of the Southwest Gas fleet was wrapped with the campaign art. Moreover, it garnered significant industry recognition, winning several prestigious awards. This project exemplifies my ability to turn ideas into powerful campaigns while skillfully handling stakeholder management challenges.
