Gee's a truly talented creative leader and takes great personal pride in her work with a high attention to detail.
Gee is a thoughtful designer who listens consciously to ensure great commercial outcomes.
I have to say it’s rare to come across someone as motivated and enthusiastic as Gee
Gee elevates the teams and projects she is involved with.
Gee is a very creative and innovative art director.
Gee is one of the most talented and hard working people I've had the pleasure of working with.
Gee is everything you could look for in a Designer
Gee is quite frankly an incredible designer.
Gee is one of the best designers I have ever worked with.
Gee is an incredibly talented and creative designer.
Gee consistently comes up with innovative ideas and narratives that surprise and delight
The challenge
In the wake of the 2020 energy crisis, So Energy had lost the confident challenger identity that once set it apart. The brand’s tone of voice had softened into something more cautious and apologetic, while its visual language had fragmented across digital, print, and social channels. Internally, this made it harder for teams to communicate clearly. Externally, it made the brand harder to recognise. At the same time, research showed that So Energy suffered from critically low brand awareness. It was simply not coming to mind when people thought about energy providers — a fundamental barrier to growth in a crowded, high-consideration category. The task was not just to make the brand look better. It was to make So Energy easier to recognise, remember, and choose.
The insight
Brand research revealed that So Energy’s biggest commercial barrier was mental availability. Over half of non-customers said they hadn’t heard of the brand at all, and spontaneous awareness sat at just 1% — placing So Energy far behind the major players in the category. This made traditional brand-led campaigns ineffective. A brand that isn’t remembered can’t persuade. So instead of leading with abstract brand messaging, the strategy shifted to: 1. Introducing the So Energy name at every product touchpoint 2. Making the brand visually and verbally distinctive Ensuring consistency across all channels 3. The goal was to rebuild recognition first, before trying to win on preference.
Gee is a valuable asset to any team. She is proactive and thoughtful in approach, meaning that she quickly established herself as a key member of our team.
She's a truly talented creative leader and takes great personal pride in her work with a high attention to detail.
I'd highly recommend her anyone she chooses to work with!
Charlie Davies, CEO & Founder, So Energu
The
This is some text inside of a div block.