As the leading US retail propane supplier, AmeriGas keeps households and enterprises running across the country. But the brand was stuck on "the how"—showing tanker trucks on highways instead of emphasizing the important role AmeriGas plays in the day-to-day lives of customers. Enter propane that’s pro-you. As an organizing principle, external tagline, and creative platform—the pro-you energy shifted the entire brand, placing customers at the center. With a clearly defined brand strategy, AmeriGas built on established strengths while identifying a decisive way forward with a powerful commitment to customer service.
Creative direction | Art direction | Copywriting | Storyboarding