Puget Sound Energy

Case Study

Client Overview

Puget Sound Energy (PSE) is the largest utility provider in Washington state, delivering electricity and natural gas to over 1.5 million customers across the Puget Sound region. With a focus on safety, reliability, and sustainability, PSE supports both residential and commercial customers through energy efficiency programs, rebate incentives, and community-focused initiatives. As a legacy brand in the Pacific Northwest, PSE's communications must balance clarity, accessibility, and trust across a wide variety of audiences.

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The Challenge

Puget Sound Energy originally brought me on to help manage the overflow of daily design needs their in-house team couldn't keep up with—so they could stay focused on larger branding initiatives. As a major utility serving millions of customers, the volume of communications—print and digital—was relentless, ranging from handouts and rebate forms to bill inserts, brochures, and social graphics.

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Following a round of internal layoffs, most of the design work was outsourced entirely. With only one internal designer left, now operating more as a creative director, they needed an external partner who could handle production work independently while staying tightly aligned with their brand standards. Tight deadlines, high output, and flawless execution became the new norm.

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Because of my deep familiarity with their branding, I’m trusted to execute most projects independently—looping in the branding team when exploring exceptions or new creative territory. The relationship relies on speed, accuracy, and consistency, often with quick turnaround times to meet urgent internal and customer-facing needs.

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The Process

My role with Puget Sound Energy is fully integrated into their internal workflow. I operate within their project management system (Smartsheet), where the brand manager assigns projects directly to me. From there, I manage each task independently while staying in close communication with key stakeholders across various departments and programs.

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Whether I’m sourcing imagery for a social campaign, laying out a rebate form, or prepping files for print, the process is streamlined and collaborative. I provide proofs, manage revisions, and deliver final assets with minimal oversight—ensuring efficiency without sacrificing quality. This setup allows me to act as a seamless extension of their internal team, ready to jump into any project without onboarding delays or hand-holding.

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The Solution

As an ongoing design partner, I support Puget Sound Energy across a wide range of deliverables, from everyday production needs to campaign-specific collateral. My work includes social media graphics, brochures, handouts, rebate forms, mailers, annual reports, and internal-facing materials—all designed within PSE’s established brand system.

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Because I’m deeply familiar with their visual identity, I’m able to execute with consistency and precision, ensuring every piece aligns with their tone, goals, and audience. When needed, I also flex to support creative direction and develop solutions for edge cases where the existing brand system needs to stretch. Whether the project is digital, print, or cross-platform, my role is to ensure the final product is polished, on-brand, and on time.

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The Outcome

My ongoing partnership with Puget Sound Energy has created meaningful relief for their internal team. By consistently managing a significant portion of the design workload, I help reduce day-to-day pressure on internal staff—freeing them up to focus on strategic initiatives and high-level creative direction. I also provide flexible support during staff absences, offering seamless vacation coverage to ensure nothing slips through the cracks.

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Over time, I’ve become a trusted extension of their team. My familiarity with the brand, responsiveness to tight deadlines, and ability to work independently have allowed PSE to maintain the quality and consistency of their communications—even in the face of reduced internal resources. The relationship is built on efficiency, trust, and the kind of reliability that only comes with long-term collaboration.