Pinnacle West Capital Corporation has always been committed to building and maintaining adequate electric utility infrastructure for their customers’ needs. Over the years, as the holding company to the largest electric utility in Arizona, they have placed an increased focus on ensuring that when customers flip the switch, the lights come on. Fisher’s assignment was to illustrate their unwavering dedication to Arizona’s energy future.

Utilizing blurry photography throughout the piece, these images become in focus within a circle graphic that emulates the act of looking through a telescoping lens out to the horizon. This symbolizes the company and Arizona’s energy future as well as Pinnacle West’s singular and unwavering vision and dedication to that future. A white and bright blue palette kept the book friendly and airy which was another nod to Arizona’s bright and clean energy future and a welcome contrast to what could be a very heavy and serious subject.

Our client and their shareholders loved the clean design and typography in this piece. They especially appreciated the simple way in which we paid off the singular focus concept.