Groves presented a unique challenge, in that they were already firmly established as a service…but what they were missing was the human connection. The company’s leadership wanted to blend their razor-sharp professionalism and highly skilled linemen – better known as the “electric cowboys” – with the family culture that derives from a company whose history was first established in the kitchen of its founder. Even while delivering results at a corporate level, Groves is first and foremost a family company. And that’s what I wanted to underline in their designs and videos.