Key highlights

• Ongoing creative leadership across an always-on marketing program

• Refresh of brand standards and style tiles

• Built a flexible system the team could use day to day

The challenge

Ferrellgas needed consistent creative support across channels while managing an always-on marketing effort. The work had to stay recognizable and on-brand over time, even as messages, formats, and priorities shifted.

The bigger challenge wasn’t any single campaign—it was creating a system the team could rely on without constantly starting from scratch.

My role

• Served as creative lead across brand and ongoing marketing work

• Helped align teams around a shared visual and messaging approach

• Jumped in hands-on where needed to keep work moving and consistent

How it came together

The focus was on creating a flexible creative system that could handle a wide range of needs without feeling scattered. Refreshing the brand standards and style tiles gave the team clearer guardrails and a stronger foundation to work from.

With those patterns in place, the team could move faster and make more confident decisions as needs shifted across channels. The work stayed cohesive, and Ferrellgas maintained a steady, recognizable presence without adding unnecessary complexity.

The result was a system that supported ongoing work and gave the team something they could actually use and build on over time.