HOW DO YOU HELP A COMPANY COMMUNICATE A MOVE FROM AN OLD BUSINESS MODEL TO NEW? YOU WORK CLOSELY WITH AN AGENCY PARTNER TO CREATE A NEW BRAND. YOU COLLABORATE WITH A TEAM OF WRITERS, STRATEGISTS AND IN HOUSE DESIGN STAFF TO CREATE A NEW VISUAL IDENTITY ACROSS SEVERAL VERTICAL MARKETS.
With 100 years as a public utility behind it, Duke Energy had been the mainstay of power in North Carolina. Deregulation made it necessary for the company to come up with a new approach. After researching the history and capability of this long running company, Coombs Marketing and PAKAN developed several brand entry points. The agency mapped out the brand positions. PAKAN developed and designed the concept boards. Communications vehicles were developed to speak to each of the disparate audiences through a common brand language. A major challenge was how to work with utility marketing specialists who had limited experience in the business-to-business environment. At the same time, the company was being realigned internally to include new directors of marketing in each vertical market. With all going on, PAKAN was able to develop a fresh visual approach to Duke’s new position in this open era of energy.