NorthWestern Energy: A Point in the Right Direction
Given a category that is inherently overlooked by customers, we saw an opportunity to bring NorthWestern Energy a greater level of focus by providing them with a versatile brand icon that couldn’t be missed. A simple but smart graphic element that can be applied anywhere; the arrow signifies growth, innovation and the utility’s positive mark on all its communities — from Montana and South Dakota to Nebraska.
When charged with communicating mandatory safety messages to an area that’s larger than Iceland, Greece and Denmark combined — we made the messages truly compelling by utilizing one of NorthWestern Energy’s biggest assets — their employees. In an effort to unify the brand in a manner not done prior, we traveled from state to state capturing employees on camera in a way that was fun, personal and maximized the utility’s resources.