The Client
The Project
Clean Energy, Clear Message
The Role
Building Creative Team
Brand Management
Creative Campaigns
Proudction
Client Relationship
Overview
How do you introduce clean energy in a way that feels accessible and real? Across Southern California, Clean Power Alliance is more than a utility. It is a neighbor, a promise, and a pathway to possibility. We set out to refresh awareness with a modern, human story that fuses community, lifestyle, and everyday benefits of clean power today and savings.
In late 2024, Clean Power Alliance asked for a refreshed awareness campaign that felt local and vibrant. We aimed to show real community benefits and build a scalable system that flexed across programs and channels without losing clarity or approachability.
We introduced a brand-aligned line art lightning bolt that frames subjects, expressing energy and connection.
CPA’s signature green keeps it vibrant and familiar. The logo, “Change is Electric” tagline, QR code, and URL strengthen brand recall across lifestyle visuals.
Our Goal Was Simple:
Make clean energy feel human, local, and part of everyday life.
Photography tells our story through moments that feel local and aspirational. Drivers, cyclists, families, and neighbors appear within the bolt’s frame, turning energy into connection.
The system remains flexible, yet unmistakably CPA, making adoption simple for teams and partners.
In Fiscal Year 2024 to 2025, the brand campaign served as the north star for CPA’s marketing roadmap. The system’s elements unified various CPA program marketing initiatives (Power Response, Sun Storage Rebate, etc.), lifting recognition and engagement. These efforts paved the way for holistic awareness.
Connecting People, Purpose, and Power
Pastilla turned CPA’s brand energy into a living design system that connected people, purpose, and power across every campaign.
FY 2024 to 2025:
Higher awareness, stronger engagement, one consistent system across programs and mediums.