Southern Company
Power play
Southern Company (and its five regional subsidiaries Mississippi Power, Alabama Power, Georgia Power, Gulf Power and Savannah Electric) is America's largest publicly traded utility company.
Challenges
Low awareness, lack of differentiation, a deregulated marketplace and a fragmented presentation were hampering efforts to expand nationally and internationally.
Actions
Introduced a masterbrand strategy and visual identity system to enhance in-region visibility of Southern Company with a shared symbol and a strong endorsement link to each operating company
Updated existing identity with a strikingly bold treatment for the corporate symbol—a red triangle traversed by a lightning bolt
Underscored Southern Company's global reach and customer focus with the marketing tagline, "Energy to Service Your World"
Partnered with the company to implement the masterbrand's visual presentation consistently on all communications materials—from stationery and signs to employee and marketing communications, including uniforms and truck fleets