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.
Ancestry · Vivint · NRG · Henry Schein · a global institution
Fortune 500
Brand transformation led
59M+
Campaign impressions
31 people
In-house agency built
20%+
Donation lift from a repositioning
The Arc
Contributor to owner.
Ancestry
Built the foundation →
The Church of Jesus Christ of Latter-day Saints
Brand at global scale →
Henry Schein ONE
Launched a brand →
Vivint
Built the agency →
NRG
Owned a Fortune 500 repositioning →
Contributor to owner. Twenty-five years, five industries, one through-line.
Selected Work
Featured Case Studies
2024–2026
Rebuilding NRG for the AI Era
NRG's brand didn't match where the company was headed. My team rebuilt it — and the organization behind it — from strategy through launch.
2019–2024
Building Vivint's In-House Agency
I was recruited to lead digital creative. I grew into running a 31-person, full-service in-house agency.
2015–2018
Global Brand Systems for a Worldwide Institution
Across three deployments for a worldwide institution, I repositioned a mission brand for a 20%+ lift in donations and built brand systems still running years later.
2006–2013
Building Ancestry Into a Household Name
I joined Ancestry early in my career and helped transform a niche records product into a globally recognized consumer brand, building the performance-creative discipline that's defined every role since.
How I Lead
What I actually do.
01
Brand transformation
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.
Selected Work
Craft and range, at a glance.
About
I am here to build the teams that 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.
Get in touch