While leading the creative team at DEG, my team and I worked with Ferrellgas — one of the nation’s largest propane providers — to rethink their brand and voice, redesign their website, and more.
My role: Creative Director @ DEG, 2016
Informed by a quantitative customer survey conducted by DEG’s Analytics & Insights team, we organized a design thinking workshop to help Ferrellgas better understand their customers’ diverse experiences and develop strategies to connect with them as a trusted, hometown partner.
Using exercises like empathy maps and as-is scenarios, we helped the Ferrellgas team uncover insights that improved their brand positioning and voice. This foundational work informed subsequent projects, including the website redesign, improvements to their corporate intranet content, paid media campaigns, and more.
Based on the strength of the teams efforts with these and other foundational projects, Ferrellgas named DEG its agency of record in 2017, expanding the agency’s responsibilities to include local and direct mail marketing, traditional media, and local listings along with expanded digital efforts in the form of paid social strategy and video production.