Energizing a wave of innovation

Challenge

After deciding to split into an upstream generation company and a downstream utility, Exelon approached us to rethink its brand strategy, visual identity and experience. The company’s mission—to be the leading diversified energy company by providing innovative energy products—had stood the test of time. Still, the brand needed more attention to uniting its disparate portfolio of companies.

Insight

We uncovered that Exelon could leverage the parent brand for its portfolio of utilities, thus unifying all six brands under the Exelon umbrella with consistent branding and positioning. This meant the utilities could go to market as an aligned set of companies vested in their local communities and with a shared commitment to providing the very best, most reliable, sustainable energy supply.

Allowing each utility to retain its name but with a shared identity system gave Exelon a chance to modernize and energize with new clarity and sustainable branding.

Answer

By focusing on its mission, we developed a strategy for renewing Exelon’s commitment to innovation and the communities it serves. In creating a new identity system, we evolved its visual identity and simplified its strategy for growing with the times and needs of its customers.

Nuanced graphic details significantly impact communicating these changes, such as switching to all lowercase letters in the logo to appear less corporate. A new logo combines a circular energy wave with the humanity that emanates from it. Incorporating the same logo and updated wordmark style across subsidiaries created a unified feel across the holdings. Every element creates shared equity and helps drive the evolution into a more harmonious and integrated utility.