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.
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.
Social Media Branding
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.
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.