Pepco Holdings, Inc. (PHI) and its subsidiaries deliver electricity and natural gas to about 2 million customers in the Mid-Atlantic region. By the summer of 2010, public perceptions of unreliable service and slow restoration of power had sent customer satisfaction plummeting. A new branding initiative and image campaign were developed by Creative Co-op to restore the reputation of the company while investments were being made in infrastructure, technology and customer service.
OUR CREATIVE APPROACH
The defining features was replacing passive institutional messages with passionate, committed employees as brand advocates through voice and tone of content, authentic employee imagery, a bold and vibrant palette and the use of strong, block-style typography.
Transit signage, web, print ads, direct marketing, broadcast, social media