Quanta Services partnered with veteran lineman Ryan Lucas to launch a podcast celebrating the craft and culture of electrical work. The creative challenge was building a brand that could bridge two very different identities: a large corporate sponsor and a gritty, authentic trades personality, while earning genuine credibility with a blue-collar audience.
Early concepting explored lightning as the visual anchor, but the direction felt too utilitarian. By grounding the identity in skull imagery tied to Ryan's personal brand, the creative took on the edge and authenticity the audience would actually respond to. The lightning wasn't abandoned; it was reintegrated as pattern work and supergraphics within a broader visual system.
The final brand system included logo development, a five-color industrial palette, a purposeful type pairing of handmade and utilitarian typefaces, and a full suite of applications spanning podcast cover art, social templates, set design, and a merch line complete with its own brand voice.
AGENCY: VOLtage AD
ROLE: Art Direction, Graphic Design, and Interaction Design
