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.