Working as an art director at Proof (Burson Marsteller), we designed this transitional look which was part a multi-phased effort to slowly reveal PSEG as the new management company for all of Long Island—as of Jan, 2014. The challenge was to slowly phase LIPA out, but bring positive awareness to the energy company’s tarnished reputation and prepare for the arrival of the new PSEG team. The creative was meant to keep the messaging focussed on the consumer benefit and build a look which is consistent, versatile, and informative.