How PSEG showed up for New Jersey when it mattered most

Building trust with customers has always been core to PSEG’s mission. In a year when many New Jersey households and businesses felt the strain of rising costs, the utility took bold steps to show up for its customers in new ways. Together, we launched “Jersey Ready,” an emotionally resonant brand campaign that emphasized resilience, community, and proactive action, while demonstrating specific actions it is taking to help its customers.

Challenge

PSEG faced a major communications challenge: reinforcing customer trust and brand consistency during a year of rising energy demand and economic pressure. The company wanted to elevate awareness of its commitment to customers and demonstrate the efforts it is making to be a community-focused partner. At the same time, they hoped to align executive leadership around a unified and ambitious brand vision. The stakes were high, but the campaign presented an opportunity to redefine how the utility connects with its customers.

Solution

We worked closely with PSEG to develop a campaign that would emotionally resonate with customers while staying true to the company’s values. Centered around the theme “Jersey Ready,” the campaign was built on three core storytelling pillars: showcasing true authenticity, demonstrating impact, and creating emotional connection.

Drawing insights from customer focus groups and internal collaboration, we crafted messaging that emphasized resilience, pride, and community strength: “Because together, we are tougher than any storm.” The campaign launched across billboards, social media, and digital platforms, reaching audiences where they live and engage.

By aligning the creative approach with customer sentiment, our team delivered a campaign that reimagined how utility communications can be both personal and powerful.

Results

The campaign strengthened PSEG’s reputation as a community-first utility, helping deepen trust with customers during a pivotal time. By focusing on authentic storytelling and shared values, the campaign moved the utility beyond transactional communications to a more human, relatable voice that reflected its role as a trusted partner.

The rollout spanned multiple platforms and reached audiences across New Jersey with messages of resilience and pride. Behind the scenes, more than 40 team members collaborated to bring the campaign to life—demonstrating the power of cross-functional teamwork in delivering meaningful, measurable results.