Tennessee valley authority

Brand guidelines

Illustrations

print / digital / event design

Web design

When reimagining the Tennessee Valley Authority brand identity, I worked to ensure that the elements of the brand represented their business ambition while maintaining their timeless look. TVA is a legacy brand dating back to the New Deal and their logo is timeless so the creative approach had to be modern but still honor and preserve the past.

Through a reimagined brand identity translated into a web redesign and internal assets, I brought consistency and modernity to the way the story is told, building a flexible system of tools that can scale with continued evolution. Guidelines for typography, color, photography, graphic elements, and illustration were created to be given to internal employees and other designers.

The illustrations were my favorite part because we found some historic old photos of FDR at the dams in Tennessee and made vector illustrations that could be enlarged and scaled to use as wallpaper throughout the facilities.