JOSH SORENSEN · BRAND & CREATIVE EXECUTIVE
Taste that performs.
I don’t just rebrand companies.
Exceptional creative is the start. I drive the results, build teams with spark, and set up the systems that keep brands special.
Exceptional creative is the start. I drive the results, build teams with spark, and set up the systems that keep brands special.
JOSH SORENSEN · BRAND & CREATIVE EXECUTIVE
Taste that performs.
Exceptional creative is the start. I drive the results, build teams with spark, and set up the systems that keep brands special.
Four BRAND CASE STUDIES
01 / 04 · NRG · Sr. Director, Creative & Digital Experience
From corporate to human.
I led the Brighter Together repositioning that took a Fortune 500 energy brand from legacy-corporate to human — and built the creative organization that carried it.
I led the Brighter Together repositioning that took a Fortune 500 energy brand from legacy-corporate to human — and built the creative organization that carried it.
24
24
person creative org I built — Creative, Digital & Ops
59.2M
59.2M
impressions on the B2B launch, 90% over goal
See the case study
→
02 / 04 · Vivint · Senior Creative Director
The agency others copied.
I turned a fragmented set of creative groups into a full-service in-house agency — the model a Fortune 500 acquirer later adopted — and led the rebrand it delivered.
I turned a fragmented set of creative groups into a full-service in-house agency — the model a Fortune 500 acquirer later adopted — and led the rebrand it delivered.
31
31
person in-house agency I built
+52%
+52%
lift in leads after the rebrand I led
See the case study
→
03 / 04 · The Church of Jesus Christ · Creative Director, Visual Identity
One brand, around the world.
I led visual identity for a worldwide institution — building the brand systems and governance that still run across its global offices, and the storytelling that lifted awareness and giving.
I led visual identity for a worldwide institution — building the brand systems and governance that still run across its global offices, and the storytelling that lifted awareness and giving.
14
14
international offices I governed the brand across
~1M
~1M
social reach on a ~$500 budget
See the case study
→
04 / 04 · Ancestry · Associate Creative Director, Visual Design Lead
From niche to household name.
I led the brand evolution that modernized Ancestry’s identity and architecture — dropping the “.com” — and the performance creative that proved it worked.
I led the brand evolution that modernized Ancestry’s identity and architecture — dropping the “.com” — and the performance creative that proved it worked.
5
5
international markets in the brand evolution
+29%
+29%
visit-to-offer conversion from creative redesigns
See the case study
→
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.
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.
We brought the NRG brand to life with solutions that changed how the story could be told and a rich foundation based on values and core attributes first, followed by world-class expressions.
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.
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.
This special group of talented, creative minds inspired the Vivint brand to become more powerful than ever leading into the NRG acquisition.
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.
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.
Images courtesy of The Church of Jesus Christ of Latter-day Saints and are shown as examples of my work while employed by the organization and are only used by me for this personal purpose here.
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.
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.
My foundation of creative excellence and the strategic impact of creative on a brand's value started here. We mixed agency-quality campaign work with performance-based CRO and email work to set Ancestry up as a household name long after we all moved on from the organization.
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.
I reposition brands, then build the in-house teams that keep them exceptional long after I’m gone. Now I am looking for the next role — at a company that treats Brand and Creative as a business asset rather than a service function.
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: josh.sorensen@gmail.com