Adam Marks

Electric Highway

Electric Highway
Client: Great River Energy
Deliverables: Microsite, branding, sweepstakes
Role: Art direction, design, UX/UI


The Electric Highway is a stretch of road connecting the Twin Cities to the North Shore of Lake Superior. The route was branded as a part of Great River Energy's ReVolt campaign, helping to educate and promote the use of electric vehicles, aligning with their many initiatives focused on green thinking and alternative energy usage.

Dozens of electric vehicle charging stations follow I-35 to the scenic Highway 61 towards Grand Marais, allowing EV owners to now travel north without the range anxiety of knowing where the next charging station will be.

My Role
I was tasked with branding The Electric Highway and creating a microsite that served as a digital tour guide for those taking the trip. Along the way, participants could collect a series of badges correlating with nearby points of interest and destinations. Each badge served as an entry into a sweepstakes and as a digital passport to admire the "electric miles" you had put behind you. I'm a total sustainability nerd, and I find myself constantly looking for ways to lower my carbon footprint. Being able to achieve that with design and digital thinking was very rewarding.