Electric Reliability Council of Texas

Public Infrastructure Brand Renewal

The Electric Reliability Council of Texas (ERCOT) is the independent system operator (ISO) managing the flow of electric power to more than 26 million Texas customers through 46,500 miles of transmission lines and 650 generation units.

The Challenge

Provide a New Look and Feel without Changing a Thing

For more than 40 years, ERCOT has served as a premier ISO in the nation’s electric grid. The organization was widely recognized as a benchmark for ISO operations and grid reliability. It’s brand identity, born in the mid-1970s, didn’t reflect the energy, excitement and cutting-edge engineering at work everyday.

In order to build awareness and reputation a premier Independent System Operator (ISO) in the Federal Energy Regulatory Commission constellation of ISO’s, ERCOT’s was interested in bolstering its reputation as a responsible, expert, effective operator of the electric grid and competitive market and an attractive, modern employer of top-notch electrical engineering talent.

The Solution

Understand the Audiences that ERCOT Needed to Engage

Hahn Public’s brand discovery work included both primary and secondary research — from brand auditing and image analysis to in-depth interviews and focus groups — to understand the audiences that ERCOT needed to engage, and learn from the stakeholders who knew the organization best. The resulting insight, informed a three-prong message platform centered on the fact that ERCOT performs an artful, non-stop balancing act every minute of the day and night, no matter the conditions, to keep the grid operating within expected parameters, all in a competitive market.

Renewed Identity

In addition to a new logo and tagline — “Your Power, Our Promise” — Hahn Public’s creative team delivered a new custom logo mark combining three images representing ERCOT’s work: A lightning bolt representing electricity; a supply/demand parameter curve running through the middle of the mark to symbolize the grid, and a hint of the state of Texas to symbolize ERCOT’s operating region.

A brand schematic containing the updated message platform for use in all messaging and social media platforms was created as well as a brand activation plan to help ERCOT launch its renewed identity with confidence, consistency.

The Results

Updated Branding and Communications

Along with application of the new mark and tag line to ERCOT’s assets — from web to physical facility properties — the Hahn Public team’s work re-energized ERCOT staff and stakeholders as the updated brand more clearly helped ERCOT communicate who it was and what it stood for. In less than a year, Hahn Public’s work set the stage for ERCOT’s brand to work hard for the agency for years to come.