May 5, 2016
A City Utility Gets Personal
Colton Electric’s new headline: “Your Neighborhood, Your City, Your Power” leads the way in addressing many of the goals that were set forth in the re-branding effort. The Utility’s goal was to “Create a Neighborhood Brand” that gave the people of Colton ownership. It was also imperative that the overall brand message and branding components separate the Colton Electric Utility from larger utilities that provide electricity for the majority of the Southern California market.
Agency Principal, Christy Oakes, explains: “We had very specific goals for the rebrand in addressing customer perceptions about the utility. The brand needed to be approachable, relatable and friendly.”Green Acres created a look and feel and built a set of brand assets that played off of the local landmarks, including architecture and iconic symbols that the community recognized as their own, and separates them from surrounding communities. Oakes explains, “If we were going to position the Utility as being an integral part of the neighborhood, we had to prove that they were local, that they understood the community’s concerns and shared the same strong community pride.” …Click to see more images