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Matt Egan, Stefan Gerard, Greta DeLacey, Brian Rafferty, Marc Desmond, Lauren Thebault, Gretchen Huestis, Peter Fekula, Aaron Koos, Judith Rader, Jessica Balfour, Jason Collins, Kimberly Kostecki

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Douglas Sellers, Barbara Winters, Erik Wicker, Holly Parkin

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After deciding to split into an upstream generation company and a downstream utility, Exelon came to us to rethink their brand strategy, identity, and experience. The company's mission – to be the leading diversified energy company by providing innovative energy products –had stood the test of time, but the brand needed more attention as it sought to unite its disparate portfolio of companies. ​
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We recommended Exelon leverage the parent brand for its portfolio of utilities–unifying all six for the first all under the central Exelon umbrella with consistent branding and positioning. This meant the utilities could go to market as an aligned set of companies, vested in their local communities, and with shared commitment to providing the very best, most reliable, sustainable energy supply. Allowing each utility to retain its name but with a shared identity system gave Exelon a chance to modernize and energize with new clarity and sustainable branding. ​

By focusing on its mission, we developed a strategy for renewing Exelon's commitment to innovation and the communities it serves. In developing a fresh identity system, we evolved its visual identity and simplified its strategy for evolving with the times and needs of its customers. Small visual details carry a big impact in communicating these changes, such as switching to all lowercase letters in the logo to appear more less corporate. A new logo combines a circular energy wave with the humanity that emanates from it. Incorporating the same logo and updated wordmark style across subsidiaries created a unified feel across the holdings. Every element creates shared equity and helps drive the evolution in a more unified and integrated utility. ​

Powering a cleaner and brighter future