BRANDING REDESIGN; INTEGRATED LAUNCH CAMPAIGN

SOUTHERN CALIFORNIA EDISON

How do you make electricity interesting and relevant? Most of us don't even think about our power company until the monthly bill arrives. Southern California Edison needed to freshen up their brand and get customers to engage with energy on a deeper, more human level, while also establishing SCE as a leader in energy innovation. So we did.

The first step of the rebrand was to tease out some upcoming developments.

...and stay optimistic about the future.

The next campaign used our individuality as a way to make energy rates relatable (and fun)!

More fun with energy rates.

The pithy new brand tone translated perfectly into social media. But the black & white photography, not so much. So we used colorful lifestyle imagery to stay platform-relevant.

Lots of A/C on full blast means outages happen more often when it's hot. This campaign's aim was to improve SCE's reputation, especially when it came to reliability.

It's okay if you are getting a little misty-eyed over this one.

That's right. Reliable electricity is the feel-good blockbuster of summer 2017.

Beyond tugging at customer's heartstrings, we also made sure that they knew that SCE is as committed if not more committed to renewable energy than Elon Musk.

And SCE lived happily ever after.