We were asked to help rebrand a giant utility that had just come from the UK and bought up a bunch of individual local power companies in the northeastern United States. We went in search of cultural truth and found one–people trust you if you are one of them. National Grid's biggest issue was that they were seen as huge, an outsider and uncaring. (When all you ever get is a bill from a company, it's no wonder people have a hard time liking you.) The funny thing about National Grid is that they are local at their core–the people out there making sure your lights are on could be your neighbor, your kids' coach, or a person you might be sitting next to at the local coffee shop, because they live in the areas they serve. "Here with you. Here for you." became the rallying cry for the entire company to get behind both internally and externally. The new National Grid is a company rooted in the communities they serve with the technology, strength and backing of a major utility.
We introduced the “energy lines” into the graphic standards. Adapting and applying the UK identity in a fresh way.
Work site signage
To get 15,000 employees to sign on to the new way of thinking at National Grid, we needed buy-in. We made a film to launch "Here with you. Here for you." is all about, designed a traveling exhibit and hit the road to tell our story internally. Three months and almost 54,000 miles later it was a company-wide success.
Launching the brand in a local way was the only option that stayed true to the companies new mission. National Grid launched at state and county fairs around its footprint, got involved in every community program, and used local venues to get the message out that National Grid is and will always be "Here with you. Here for you." because they live in the communities they serve.
We developed "Grid Zones" at high-profile public spaces. These zones were a place for the public to sit back, relax, charge a cell phone and learn a little bit about National Grid and its involvement in the communities they serve. Each zone was specific to its geographic location. For example, Brooklyn is all about Brooklyn.
The Northeast has definitely been hammered by its share of storms in the last few years. The best way to get answers during the chaos is to be connected to National Gird. We developed a campaign that dovetailed off the "Stay Connected App" allowing people to see outage areas effected, get texts alerts, be plugged into Facebook and Twitter feeds, and see when their power will return. The goal was to get people to sign up before storms hit, because once a storm hit it's too late.
THE RESULT: 3,000,000 people signed up in the first 6 months and the initiative is still growing.