Integrated Campaign | Energy 

Nuclear Matters

Nuclear Matters is a national coalition dedicated to sharing the clear benefits of nuclear energy with the public and policymakers. Nuclear Matters is the advocacy arm of Nuclear Energy Institute (NEI) and we work with a broad network of grassroots advocates, thought leaders, and partner organizations to promote solutions that highlight nuclear energy’s essential role in strengthening America’s secure and clean energy future.

I’ve been working on Nuclear Matters for over nine years. I started as an intern animating social videos to now serving as the Creative Lead on the account. At the beginning of each year, I collaborate with the team to evaluate the landscape and research to develop our campaign goal, strategic pillars, key messages, audiences, and tactics into a comprehensive workplan that serves as our north star.

As Creative Lead, I oversee the development of all our materials, which includes paid media, organic social content, video storytelling, website updates, event materials, swag, and more. I partner closely with cross-functional teams to develop recruitment-focused paid media strategies, surround-sound content that mobilizes our audiences to take action, content calendars that meet the moment, and a unified brand presence across events.

The most rewarding outcome of this work is that I've become a nuclear energy advocate myself. I've fully immersed myself in the industry, meeting with plant employees, hearing stories from surrounding communities, and learning from experts across the field. You could say, nuclear energy is my Roman Empire.

500,000+ Social Media Followers | 50,000+ Emailable Advocates | “You are sensational! Thank you for all the work and for being such an organized human.” —Client

Team

Campaign Manager: Renee Johnston
Creative Lead: Laura Svites
Creative Support: Kellen Salvo, Hannah Testa

Rather than subjecting you to over nine years worth of projects, I've curated a handful of the ones I'm most proud of. You can check out more of my work on the Nuclear Matters website and social channels (Instagram, Facebook, X, and YouTube).

Video storytelling

Video content is one of our most powerful storytelling tools for Nuclear Matters. Working alongside writers, editors, and animators, I help bring to life everything from educational explainers and expert testimonials to a full feature-length documentary film (currently in progress!). Whether simplifying complex energy topics or highlighting the people in the industry, our goal is to create content that educates audiences, shifts perceptions, and strengthens support for nuclear energy.

nuclear state champions

In 2026, we launched the inaugural class of Nuclear State Champions. This program highlights policymakers, regulators, advocates, and energy officials who are making a significant impact on nuclear energy at the state level. A key priority was to create a recognizable identity that differentiated this program while remaining connected to the Nuclear Matters brand. I defined the creative direction and collaborated with designers to build a distinct sub-brand.

This identity connects back to the Nuclear Matters brand through a soft gradient backdrop that gives an uplifting, optimistic tone. We used a subtle laurel wreath framing and centered logo with an emboss and sparkle effect to convey a sense of refinement and prestige. The laurel motif also symbolizes the positive environmental impact of nuclear energy. The aesthetic is minimal, confident, and ceremonial to highlight these Nuclear State Champions in a professional and celebratory way.

We created teaser content, announcements, social media toolkits, certificates, custom lapel pins, posters, and more to honor the Champions. By amplifying their achievements, we hope to inspire others to support nuclear energy and contribute to a cleaner, more resilient energy future. You can learn more about the program on the Nuclear Matters website.

event branding

One of my favorite parts of this work has been bringing the brand to life through in-person experiences. From environmental graphics and signage to activations and swag items, we’ve curated open spaces for our audiences to engage directly with the coalition. I have also supported on the ground at key industry events, including the Women in Nuclear Conference in Seattle and the State Fair of Texas, helping bring these experiences from ideation to execution. There’s something so special about watching people engage with your work and seeing it spark genuine curiosity and conversations.