Digital Strategy & Creative

Agency: Frankly, Creative Agency
Client: SaskEnergy

The Objective:

Modernizing a provincial utility’s digital presence through high-performance creative, targeted organic storytelling, and accessible safety education.

Crown Collab: “Dig Safe Doug”

The Strategy: "Digging safe" is a legal requirement under Saskatchewan law, but it can feel like "red tape" to a homeowner. My goal was to transform a regulatory message into a relatable social experience by transitioning traditional mascot-led safety into high-engagement social content.

The Implementation: I leveraged the "Dig Safe Doug" character to provide a friendly face to a high-consequence topic. I designed the "Steps to Follow" Instagram stories to break down the 1-2-3 of white-lining and requesting a line locate. By developing a series of Instagram Stories using a mobile-first approach, we simplified complex excavation laws into actionable safety tips.

Share the Warmth Grant Program

The Strategy: Driving conversion for community-led grant applications through empathetic design. Since 2013, this program has contributed over $630,000 to 650 projects. My creative had to reflect that legacy of care.

The Implementation: Created feed-based assets using a "Human-Centric" illustrative style. The use of soft curves and warm palettes was designed to build immediate trust and lower the barrier to entry for charitable groups. I shifted the aesthetic from "corporate utility" to "warm community partner." Using soft-focus photography and illustrative warmth.

Odourant Safety Awareness

The Strategy: Natural gas is naturally odourless; the "rotten egg" smell (mercaptan) is the primary safety barrier. If a resident doesn't recognize it, the results can be fatal. High-stakes "Recall & Response" creative.

The Implementation: I utilized "Urgency-Triggering" design—high saturation and minimal text—to ensure the safety protocol was legible in under 2 seconds. Designed immersive Instagram Stories that utilized a dark UI to create urgency without causing panic. The "One-Tap" call-to-action (CTA) design focused on the user’s immediate physical environment, encouraging rapid response to gas leaks.