Josh
Sorensen
Creative & Brand Orchestration
Twenty-five years. Five organizations.
Reposition brands. Build world-class teams. Create magic.
I don’t just rebrand companies. I build the in-house creative engines that make the new brand real — and keep it exceptional long after the launch.
NRG — Owned a Fortune 500 repositioning
I repositioned a Fortune 500 energy brand from legacy-corporate to human and future-facing — and built the in-house creative organization that set the standard for the entire company.
Twenty-five years, five industries
VIVINT — Built a lasting in-house agency model
Over five years and three roles at Vivint, I turned a fragmented set of creative groups into a full-service, 31-person in-house agency — and made it the standard a Fortune 500 acquirer chose to adopt.
Twenty-five years, five industries
HENRY SCHEIN ONE — Launched the brand
I built the identity and creative system for a Fortune 500's newly formed dental-software brand — and gave it a launch moment the category had never seen.
Twenty-five years, five industries
THE CHURCH OF JESUS CHRIST OF LATTER-DAY SAINTS — Applied the brand on a global scale
Across three deployments for a worldwide institution, I repositioned a mission brand for a lift in awareness and donations, built brand systems that still run across the global enterprise years later, and trained teams across three continents.
Twenty-five years, five industries
ANCESTRY — Built my foundation and a global brand
I joined Ancestry early in my career and, over my years there, helped transform a niche records product into a globally recognized consumer brand — building the performance-creative and brand-systems disciplines that have defined every role since.
Twenty-five years, five industries
APPROACH
What I do best.
01
Brand transformations
Repositioning and rebranding companies for the future — from essence and strategy through the full visual system.
02
Building creative organizations
High-performing in-house teams, creative operations, governance, and the career frameworks that make it last.
03
Leadership philosophy
The orchestration model: human-first leadership, and creative treated as a strategic asset, not a service.
04
AI-forward
Integrating AI into creative work responsibly — as a tool for the team, not a replacement for judgment.
About
I am here to build teams to outlast me.
Twenty-five years, five industries, one throughline: I reposition brands, then build the in-house teams that keep them exceptional long after I’m gone.