New name, new mandate, new brand
When Ontario Hydro was divided into 5 separate companies, Ontario Power Generation (OPG) became the new generating company. As an independent company, it was challenged with communicating with new customers and selling its services outside of the province.
Objectives
It was important for OPG to have a cohesive brand identity that clearly defined its role as a generator of power, and outline its product and service offerings.
Goal
As quickly as possible, position OPG as the expert power generator.
Audience
The energy industry, specifically the large corporations who would now be direct customers of OPG, other electrical utilities, governments in Canada and the U.S., the media, and the public.
Solution
After a series of brand explorations, we developed a core set of materials to help OPG go to market.
These included:
• Web site components and product sections
• Email campaigns
• Graphic standards for all OPG collateral
• A comprehensive brochure
• Product inserts
• A modular tradeshow booth.
Results
The brand was communicated through various materials including a crisp 12-page brochure. A layout with sidebars allowed for explanatory copy that encouraged reading and understanding.
OPG attends many tradeshows, and receives ongoing requests for information. We designed a scalable and easily customized booth for all types of shows. The strong colors, consistent branding, and considered typography help garner attention in a chaotic environment. We created an innovative folder with pockets that allow materials to be inserted both vertically and horizontally.
