01 — Reframing the Challenge

The original brief considered how an established utility might respond to changing expectations around technology and cleaner energy. I used that scenario to explore a broader design question: how can a public-service identity feel dependable while making its future direction easier to understand?

02 — A Direction for the Future

The proposed direction brings together four qualities: safety, stability, trust and professionalism. Modern, user-friendly and environmentally conscious expressions connect these qualities to the needs of Los Angeles residents and businesses. “For the Future” provides a common idea across the system.

03 — Communicating the Change

The poster studies translate the direction into themes of clean energy, smart homes and a new service environment. Large headings and a consistent visual language connect different messages while allowing each application to address a specific topic.

04 — Exploring Digital Service

Website and mobile concepts extend the identity into practical touchpoints: learning about services, signing in and viewing account or usage information. The interface studies explore how information could be organized more clearly across screen sizes.

Website Interfaces

Desktop Presentation

Mobile Experience

05 — Building a Connected Presence

Stationery, social media, office graphics, signage, uniforms and vehicles explore the identity beyond the screen. These concept applications test how the same visual language could support both public communication and the working environment.

06 — The Proposed Experience

The vision is a convenient local utility experience built around dependable water and power, clear communication and responsible service. This student proposal shows how one brand direction can extend across communication, digital interaction and physical space.