Creating a new brand architecture begins by examining how an organization’s growth has expanded its original brand purpose and performance. Our team worked closely with the UGI Energy Services executive and sales teams to not only evolve its original brand framework, but also organize its energy options under four main categories that support this new framework and easily accommodate new options in the future.
To activate this new architecture, the firm’s new logo now features a stylized, multi-color “e” that reflects its diverse energy options. Each color represents a different energy division that, bound together, delivers customers a single source for smart, efficient solutions.
Our team also produced a comprehensive Brand Standards Guide, new graphic templates, a solution-tailored communications matrix, and internal communications to introduce the new look and system to internal staff and UGI Corporation.