In 1996, Powerex, the energy marketing subsidiary of BC Hydro, came to us with this request: help position it as a key player in the emerging North American marketing industry—one completely focuses on getting the deal done. At this time, deregulation was creating a huge opportunity for Powerex because of their unique relationship to BC Hydro’s power system. By 2007, the energy trading and marketing business had changed significantly.  The turbulence of the early 2000s had created a new regulatory and competitive environment.  Powerex had also changed, expanding into new markets and products. It needed to redefine its brand and identity to represent its maturity and sophistication.

Throughout our relationship with Powerex, we have recognized that the strength of Powerex is in its ability to provide reliable physical product and high-quality customer service. But the company continually needs to differentiate itself from other energy marketing firms and highlight the advantages it provides for its customers. At both Powerex’s 10 and 20 year marks, we worked with senior decision-makers, staff and customers to define the unique character of the organization. In 1997, we determined that character was best summed up by a simple tagline: Supply. Flexibility. Commitment. Then in 2007, our audit showed that the identity of the company had not changed, but evolved. We refreshed the visual identity to communicate the organization’s maturity without losing a sense of its vibrance and nimbleness.

Our first logo, tagline and brand environment created a bold, confident visual and corporate identity that drove Powerex’s marketing and communications for 10 years. We created corporate marketing packages, designed trade show booths and materials, wrote, designed and prepared PowerPoint presentations, developed recruitment communications materials and created trade publication advertising.



The refreshed visual identity in 2008 was an exciting opportunity to reposition Powerex in a dynamic energy marketing environment. We updated the logo, created a whole new stationery package, designed a new corporate brochure, and we launched a brand new website in 2009. We also helped Powerex celebate its 20th anniversary with a logo button, a wall display on Powerex’s history and support for a corporate team-building event.



We have built a strong, collaborative relationship with Powerex for over 10 years  to help position them through various stages of their corporate identity and a changing marketplace.