Pepco Holdings Brand Development - Strategic Brand Communications l 603-658-1600
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Project Description

Starting in 2012, we strategically evolved the Pepco Holdings brand to feature a more distinctive look that reflected the utility’s renewed commitment to service and reliability. The process was approached as a brand evolution vs. the introduction of an entirely new brand so that Pepco Holdings, along with its subsidiaries Atlantic City Electric, Delmarva Power and Pepco could earn the trust of their target audiences. Acknowledging previous perceptions and addressing them directly set a firm foundation for the evolution of the brand from passive and neutral to passionate, hard-working, committed and energized.


Our work has helped transform reputations and build customer satisfaction while winning more than 100 awards, including a PRSA Silver Anvil for Pepco Brand Turnaround. In March 2016, our Pepco Holdings work was named to the REBRAND100, a collection of the 100 best rebranding efforts worldwide.

Project Details

Branding, Our Work, Utilities


Pepco Holdings, Atlantic City Electric, Delmarva Power, Pepco


Branding, Integrated Communications, Image Advertising


More than 100 awards, including being named to the REBRAND100 and 35 Awards from the 2014 MarCom Awards competition, among many others.