17 Years.
One Rebrand.
Hundreds of Projects Built Within It.
From 2007 to 2024, we led creative direction for the Florida Municipal Electric Association — the trade organization representing Florida's public power utilities. Across nearly two decades, that work covered a full association rebrand, three flagship annual events, a quarterly magazine, legislative advocacy, and the visual identity that held it all together. A single creative voice across hundreds of touchpoints, year after year — and a rebrand that reshaped every program that followed.
Below is a closer look at that work, alongside selected projects for national brands, industrial clients, and community organizations.
Full Association Rebrand
A rebrand that touched every visible piece of FMEA — internal and external — under one cohesive visual system. The rebrand reached from letterhead and business cards to the building signage at FMEA's Tallahassee headquarters, and from member-facing event materials to the templates the internal team used every day. Logo system, color palette, typography, photography direction, brand guidelines, and the rollout plan that put it all in place without disrupting the organization's calendar.
The challenge was scale and continuity at once. A trade association serves multiple audiences — member utilities, legislators, sponsors, the public — and a rebrand has to work for all of them without forcing any of them to relearn who FMEA is. The system we built held up across every program that followed, and it's the foundation every sub-section below was designed within.
Annual Conference
FMEA's flagship industry gathering, bringing together utility leadership, vendors, and policy stakeholders from across Florida. We led creative direction across the full event experience — conference branding, signage and wayfinding, printed program books, attendee materials, sponsor recognition, on-site environmental graphics, and the digital and social presence that supported it.
Once the association rebrand was in place, every Conference touchpoint was rebuilt within the new system — same event, sharper identity. The visual language carried from registration through general session to the closing reception, and the design system made year-over-year production faster without losing creative ambition.
The Florida Lineman Competition
A high-energy field event where lineworkers from utilities across the state compete in skills-based challenges. We led creative direction for event branding, on-site signage, scoring and bracket materials, sponsor recognition, competitor and spectator collateral, and the photography and video direction that captured the day.
The Lineman Competition needed an identity with more grit than FMEA's corporate-facing programs — and the rebrand was built with that flexibility in mind. We extended the new system into a bolder, field-ready expression that still read as unmistakably FMEA.
Different energy, same family.
Energy Connections Conference & Trade Show
FMEA's annual policy and technical conference, focused on the operational and regulatory issues facing public power utilities. We handled the full visual identity for the event — branding, program design, trade show signage, session materials, and sponsor and exhibitor collateral.
Energy Connections was one of the first events redesigned under the new association identity, and it became a proof point that the rebrand could carry a more technical, policy-focused audience as confidently as the larger Conference. Same system, different tone — and it held.
Relay Magazine
The FMEA's quarterly publication, covering public power in Florida. We served as Editor-in-Chief and Creative Director for more than a decade, leading both the editorial direction and the design system across every issue — cover concepts, feature layouts, recurring section templates, and the typographic system that gave the magazine a recognizable voice.
When the association rebrand rolled out, Relay got a full facelift to match. We reworked the magazine's design system from the masthead down — new typography, refreshed grid structure, updated section treatments, and a cover approach that aligned with the new FMEA identity without losing the editorial character readers had come to expect. The publication reached every public power utility in Florida and the legislators who shape the industry.
Legislative Rally
& Year-Round Programs
FMEA's annual advocacy event in Tallahassee, plus the ongoing visual support for the association's year-round communications.
We designed rally materials, legislator-facing collateral, member communications, internal campaign assets, and the recurring templates that kept FMEA's voice consistent between events.
The rebrand had to work hardest here — in front of legislators, in front of the public, and in the steady drumbeat of communications that fill the calendar between flagship moments. The system held, and the year-round work is part of how FMEA's identity stayed coherent across an entire industry cycle.
Ring Power
Photographed heavy equipment for Ring Power and created a digital ad campaign that highlighted the brand’s strength, reliability, and presence in the equipment industry.
Milwaukee Tool
Photographed linemen using Milwaukee Tool products on the job and developed a digital ad campaign that showcased the tools’ durability, performance, and real-world utility applications.
SynSaber
Photographed an electric utility facility and created a digital ad campaign that matched SynSaber’s established branding while highlighting its connection to the utility and industrial technology space.
Digital Advertising Built for Brand Visibility
From national product campaigns to industrial technology and heavy equipment marketing, our digital advertising work helps brands show up clearly, consistently, and professionally across online platforms. This featured carousel highlights select work for Milwaukee Tool, SynSaber, and Ring Power as representatives of a broader portfolio of digital ad campaigns, creative systems, and promotional assets.
Websites That Build Trust and Drive Action
We create clean, professional websites that help businesses look credible, communicate clearly, and guide visitors toward action. From homepage structure and visual direction to mobile-friendly layouts and branded page graphics, each site is designed to feel polished, easy to use, and built for real-world business goals.
AdDrive Media
We created social media content, promotional messaging, campaign copy, a short commercial script, and completed a vehicle photo shoot to support AdDrive Media’s brand awareness and advertising outreach.
100 Black Men of Greater Orlando
We provided website content, SEO-focused copy, program messaging, and heavy image consultation for 100 Black Men of Greater Orlando, helping the organization present its mission, programs, leadership, and community impact in a more polished and visually consistent way.