To differentiate a company, you need to look beyond a superficial understanding of its business. For IDACORP Energy, we helped them understand they were a financial services company, not just an energy trading company. With consensus on the positioning, we created a new name and identity to communicate the company’s unique market view.

Situation

As energy traders redefined unregulated energy marketing in the early 2000s, Idacorp Power’s trading group felt that they were building a better model, based on integrity, honesty and fairness. And they were concerned that the market-facing brand, Idacorp Energy, failed to capture their unique value proposition.

Idacorp Energy engaged CoreBrand to develop a new brand for the energy industry.

Solution

Based on an assessment of the brand and its ‘anti-Enron’ business practices, we helped position the company as a risk manager, leveraging its financial services background.

Once the positioning was complete, we moved on to identity creation. We developed a global name for the new company, Equigy, and developed a logo that visually captured the brand promise. Bold and graphic, the identity spoke to balance and predictability, and we decided that the company didn’t need a tagline.

We also developed design guidelines and a comprehensive launch plan.

Unfortunately, Idacorp Power decided to exit the energy trading business shortly after the Equigy brand was complete.