Leading Creative Through National Growth
When I joined Freedom Forever in 2018, the company operated in just three states. As it grew into a national solar operation, its creative needs expanded with it. I progressed from videographer to leading Branding & Creative, helping evolve the brand, build a multidisciplinary creative team, and create the systems needed to support employees, customers, and sales partners at scale.
My focus was turning rapid growth into a consistent, recognizable brand backed by a creative operation built to keep up.
In Collaboration With
Ryah Massarweh
Design
Zachary Barreto
Partner Marketing
Asia Fitzgerald
Social Media
Valeria Ponce-Jimenez
Social Media
Isbel Depner
Digital Strategy
Eli Romero
Video
Gabe Thrasher
Video
Jaclyn Dadas-Kraper
Public Relations
Situation
Freedom Forever's rapid expansion created significantly more demand across the organization.
New markets needed support. Sales partners needed campaigns and tools. Customers needed clearer communication and education. Employees needed internal content. And every new touchpoint created another opportunity—or risk—for how the Freedom Forever brand was represented.
The existing visual identity was also beginning to feel disconnected from the company Freedom Forever was becoming. Its look leaned more toward education and institutional learning than a modern energy company.
The challenge wasn't simply to make the company look better.
Freedom Forever needed a recognizable national brand and a creative operation capable of supporting its continued growth.
Task
Build Creative for Where the Company Was Going
As Freedom Forever grew, my role evolved from hands-on video production into broader brand and creative leadership.
My responsibility expanded across creative direction, brand, video, social media, sales partner marketing, customer communications, internal education, events, and campaigns.
I eventually led a multidisciplinary team spanning video, social, brand and graphic design, partner marketing, and analytics.
Our job was to create a more unified creative direction while finding better ways to manage increasing demand.
We needed to make the brand more consistent without slowing the business down.
Action
We moved away from an identity that felt more institutional and education-focused and developed a cleaner, sleeker, more modern visual direction that better represented Freedom Forever as a national energy company.
But the goal wasn't simply a better logo.
We needed an identity capable of working across every part of the business.
Old logo
New Logo
One Brand. Everywhere.
The new visual direction extended across social, video, digital, print, events, sales materials, apparel, and internal communications.
The goal was recognition:
No matter where someone encountered Freedom Forever, it needed to feel like the same company.
Building a Creative Engine
As demand increased, we needed more than a consistent brand, we needed a creative operation capable of producing quality work at scale.
We introduced clearer brand guidelines, reusable templates, content calendars, campaign planning, creative reviews, and team responsibilities to create a more repeatable process across design, video, social, and communications.
By 2024, that system was supporting:
Sales Growth in 2025
2x
21+
Print & branded materials
Graphics across social, web, email & campaigns
274
Videos produced
100+
Bringing the Brand Into the Real World
As Freedom Forever grew, the brand needed to work beyond digital channels. Our work with the Los Angeles Rams at SoFi Stadium gave us an opportunity to translate the brand into a large-scale physical experience.
I helped lead the creative direction and execution of the activation, extending Freedom Forever's visual identity across the event experience and creating a consistent connection between the brand, the partnership, and the audience.
LED Riddon Design
LED Riddon Design
Results
Creative Built for National Scale
As Freedom Forever expanded nationally, the creative operation helped build a more recognizable brand across digital, communications, media, and customer touchpoints.
Final Words
Freedom Forever changed dramatically during my time there. As the company grew from three states into a national organization, my role grew with it.
What began behind a camera evolved into leading brand and creative, building a team that loved to create, developing the systems that helped them do their best work, and shaping a brand capable of growing with the company.
1.2M
Website Visits
70M+
Potential PR Audience
Awards
20
Awards
