SCANA
Empowering a local brand
Headquartered in Columbia, SC, SCANA Corporation is now an $8 billion (assets) energy-based holding company whose businesses include regulated electric and natural gas utility operations, telecommunications and other non-regulated energy-related businesses. SCANA’s subsidiaries serve nearly 550,000 electric customers in South Carolina and more than one million natural gas customers in South Carolina, North Carolina and Georgia.
Challenges
Highly respected in its industry and home state, South Carolina Electric & Gas aimed to compete in new markets and industries in response to de-regulation, and wanted to communicate this expanded reach to the financial community while maintaining existing customer trust and loyalty
Actions
Created the new parent name SCANA, a truncation of South Carolina to honor the company's strong regional history without limiting future reach into other geographies
Communicated the new SCANA identity with a bold new signature incorporating the added impact of an abstract electric wire motif
Developed a brand architecture linking the existing utility business to the new parent through an endorsement system
Supported SCANA's introduction with comprehensive guidelines and standards for all parent and division brands