Southern Company Gas

Southern Company Gas needed an organic social strategy that met customers where they already scrolled and gave them a reason to pay attention. My team transformed a corporate, informational feed into a visually engaging, customer-centered hub that communicated safety, affordability, and community messaging while still operating within the constraints of a highly regulated industry. People rarely feel positively about their utility companies, and the content often shows it. Southern Company Gas’s redesigned social presence prioritized usefulness, trustworthiness, and empathy to overcome this default reputational hurdle, especially during high-pressure moments like severe weather events. Every post needed to communicate clearly and responsibly, often on tight timelines, without losing warmth or visual interest. I led all creative concepting and execution, including the development of a social-specific style system built from existing umbrella brand guidelines. Using illustration, high-quality photography, and motion allowed the work to feel approachable, stay flexible, and maintain consistency across a wide range of topics and content needs. The resulting body of work brought cohesion and personality to the brand’s social presence while remaining practical and responsive. A variety of visual approaches supported different communication goals, from timely safety updates to community-focused storytelling. This system helped Southern Company Gas show up more clearly and reliably for the customers it serves.