Transforming the Coal Industry

A strategic identity designed for impact, redefining Alpha Natural Resources’ vision with clarity and purpose. The goal? To craft a compelling social campaign that speaks directly to the coal industry—bold, clear, and deeply resonant.

Harnessing the power of storytelling, I led the creation of a comprehensive book that brought the brand’s diverse narratives to life. Beyond design, my role extended to facilitating interactive work sessions and dynamic exhibitions, fostering stakeholder alignment and reinforcing the company’s core values and objectives.

More than a campaign, this was a transformation—a redefinition of how Alpha Natural Resources communicates, engages, and leads within the industry.