MADISON GAS AND ELECTRIC (MG&E)
Madison Gas and Electric is dedicated to being ‘the community’s energy company’. They asked us to create an overarching message strategy driven by the purpose ‘you can hold us accountable for our community and its energy’. This core strategy was supported by five sub-strategies focused energy, economy, education, environment and every neighborhood. We constructed a brand architecture that also featured a font/typeface expressly created for the voice of MG&E. The launch of the new brand platform presented both conservation and energy efficiency messaging in all kinds of tactical areas: TV, radio, out-of-home, print, kiosks, brochures, videos, presentation tools and an updating of the web site. Our work with MGE led to us developing their recruitment campaign, renewable energy campaign, Green Power Tomorrow, and CO2gether, a customer-friendly, online experience for reducing carbon footprints.