Enbridge
Launch
Visual Systems
Identity
Building recognition
IPL Energy (formerly named Interprovincial Pipelines) was a Canadian company that had made a number of acquisitions, including Consumers Gas, a natural gas utility based in Toronto. The company had grown dramatically and had a business plan in place to ensure its success in the marketplace. But, the investment community still saw it as a pipeline company and employees operated in very separate fiefdoms.
Challenges
Unify a very decentralized organization to make the whole more than the sum of its parts
Determine the appropriate brand strategy including whether or not to change the name of the organization as well as a number of subsidiaries
Recognize the communications needs of the company as well its major operating units
Actions
Developed a new vision, mission and values to unite the companies’ diversified operations
New positioning and image goals were developed to create a unified and consistent voice to outside audiences
Communications plans for the company and its major units specified audiences objectives, and messages
Adopted a master brand strategy to signal one company, one vision
Created a new name, Enbridge to express the company’s focus and its connection to customers
Designed a dynamic new logo and comprehensive visual system and guidelines to present an integrated, unified look and feel, from collateral to signage, trucks and hard hats
Created decision tools to help determine the appropriate identity for new products, acquisitions and partnerships