Promega
Promega
Getting "FYI" Down to a Science
Promega enlisted 20|20 Creative Group to craft an internal campaign for its August Energy Challenge, which would promote energy conservation during its peak periods of consumption in the summer. I served as the lead designer and copywriter for this campaign, developing a concept that leaned into humor, rather than dry or even bleak environmental statistics.
The campaign was a hit with employees, helping Promega achieve a 6% reduction in total energy use for the summer—triple their goal of 2% reduction.
What I Did
Campaign Concept & Design
Copywriting
Print Prep
Nerdy References
Campaign Concept Development
The internal brief suggested that humor wouldn't land with the audience—that scientists were literal and analytical, and would only respond to hard data. I didn't buy that, so I pushed back and pitched copy inspired by the witty, snarky humor of comedians like Demetri Martin, and cult classic games like Portal.
Making Fun Facts...Fun
Armed with client-provided data on company energy use (and more than I ever wanted to know about fume hoods), I created a small range of infographic-style designs for use in table tents, posters, and digital signage around the labs and corporate offices.
Holiday Bonus!
Promega's local branch loved the voice and humor of the Energy Challenge and wanted to adopt it for their own internal campaigns, leading us to work on a series of increasingly silly holiday emails.
For the 2023 edition, the client sent a series of photos shot in their new recreation area, with a vague "retro sports" theme. I was tasked with weaving it all into something cohesive.
I assembled the layout and wrote short vignettes around each scene, then tag-teamed with creative director Alec Ramsey to dial in the perfect amount of gross '70s sports magazine color work.
