Utilities often miss the mark on making their customer happy because usually they don’t need to worry about losing them. Without this effort, the relationship becomes entirely transactional and the user forgets about the serviced they’re providing.
This design was meant to bring the utility giant back into the conversation, but this time as a part of the city. I wanted to convey a sense of community and inclusion that the city could relate to and feel represented by. The fluid branding not only shows people and houses, but geometrically fits together as a seamless pattern with meaning.
The rebrand relied on heavy marketing around their contributions to the city and making citizens aware of city restoration efforts and outreach. This would bring light to all the ways the utility is more than just a utility, and in the end, more than just a bill to pay.
Throughout the project the theme was that of energy and power. Though we were taking aim at other offerings, to it genuine, I needed all visual content to relate back to their product. The color palette, iconography, and site elements all had to represent what they were doing as a company so the main goal of connecting with the consumer was disassociated from the product.