The Western Transmission Consortium, a member driven initiative to bring reliable energy to the West.
As the sole brand creative on the team, I designed and developed the website, newsletters, social media, press releases, and merchandise.
ASK
Develop a strategic campaign to expand TWTC membership by compelling key stakeholders to recognize the urgency and value of participating in a unified effort to advance transmission infrastructure across the Western states.
CHALLENGE
Engage historically unaligned or independent organizations and overcome inertia, competing priorities, and limited awareness while creating a sense of urgency in a complex, multi-stakeholder landscape.
SOLUTION
Execute a targeted, insight-driven campaign using strategic messaging, social proof, and time-sensitive engagement tactics to drive fear of missing out, increase membership, and strengthen collaboration around transmission development in the West.
The Website
The website was built with two audiences in mind. For the public, it serves as a compelling front door, communicating urgency, momentum, and the growing weight of the consortium's membership. For existing members, an exclusive login portal creates a sense of insider access, reinforcing the value of being at the table. The message to anyone on the outside looking in is clear: something important is happening here, and you're not part of it yet.
The Socials
Social media became the primary engine for visibility in a space where decision-makers are active but rarely targeted with creative, strategic content. By consistently showing up with sharp messaging, member milestones, and industry commentary, the consortium built a credible online presence that signaled momentum. Every post was a quiet reminder to unaligned organizations that the West was moving forward, with or without them.
The Merch
Membership needed to feel like something worth belonging to. The merchandise line was designed with a distinctly Western identity, built around products people would actually use and be seen with. Branded workwear that stands out among a sea of quarter zips at a conference did what a press release cannot. It turned members into walking proof that this coalition is real, it's growing, and it has a culture worth joining.
