> Celebrating a story of energy progress <> Exelon Uniting two companies to advance energy. In 2011, Exelon and Constellation Energy announced a merger that would make them the nation’s largest competitive integrated energy company. The new Fortune 500’s advantage also posed a major opportunity: with end-to-end capabilities and a dedicated focus on performance, the company could invest in efficiencies with direct societal benefits. FutureBrand helped embed the value of this merger into a strategy and identity that marked the company’s arrival in the marketplace, while leading it into the future—all under the banner of a new Exelon. ©FutureBrand Exelon Case Study 2 <> Exelon The Challenge Leverage a historic, high-profile merger with long-term implications on the energy industry. In its new leadership position, Exelon needed a clear, distinctive way forward to communicate the value of the merger and reflect the culture and leadership of the newly combined organization. A compelling brand story had to engage diverse audiences—from investors and policymakers to end-users and employees. What’s more, the new Exelon needed an identity that drew on past equities while representing a vision for the future. The Idea FutureBrand connected Exelon’s culture of excellence with its focus on maximizing the potential of energy. Exelon champions competitive markets that drive innovations and generate cleaner, more affordable power—ultimately helping businesses function more effectively and people live better. Like no other company before it, Exelon uses energy as an engine of progress. Safely, reliably and sustainably. ©FutureBrand The Solution We brought the new Exelon to life through a bold idea: performance that drives progress. New corporate values unified the organization’s culture around safety, diversity and a commitment to serve customers and communities. Paired with a more vibrant brand personality, these elements formed the basis of a new logo and design system that express Exelon’s leadership in an open, engaging way. Exelon Case Study 3 <> Exelon With steadfast partners, new capabilities and a merged team and culture, Exelon’s first priority was to develop a story that reflected the values of both organizations, and the strategy and vision central to the merger. Drawing from both Exelon and Constellation’s cultures, FutureBrand developed a set of brand pillars, personality attributes and values that supported the big idea behind a new Exelon— performance that drives progress. ©FutureBrand Exelon Case Study 4 <> Exelon Logo Development FutureBrand created a new logo and core identity for the merged company. Derived from a flag, but interpreted into a more organic shape, the flowing lines reflect multiple entities and multiple stakeholders–with multiple perspectives—working together toward a common goal: to drive progress for the customers and communities the Exelon family of companies serves. The movement and symmetry of the symbol reflect the high-performance focus, leadership and dynamism at the core of the updated brand strategy. ©FutureBrand Exelon Case Study 5 <> Exelon Visual System and Application The new identity is the centerpiece of a system that unites the company across channels. To ensure proper application across all touchpoints, FutureBrand developed guides for the look and feel of Exelon’s online presence, business materials, collateral systems, tradeshows and exhibits, signage, vehicles, uniforms and more. ©FutureBrand Exelon Case Study 6 <> Exelon Clear strategies for brand governance are critical to the success of Exelon’s new look and feel. A company-wide brand hub—backed by a brand council and codified brand team—equipped communicators to own and execute the new brand positioning. Exelon brand governance structure Strategic brand oversight at regular intervals CEO Executive Committee Brand Council (VPs & above)* (strategic brand decisions) Brand Steward (lead Brand Council) Jamie Firth, Laura Duda Day-to-day Brand oversight & management (and Exelon corporate brand implementation) (meet weekly) Corporate Strategy Supported by corporate and internal comms teams Day-to-day project implementation HR Investor Relations Exelon Generation BGE Home Constellation BGE ComEd PECO Brand Governance Committee (Managers & above)* Corporate Communications (lead Brand Governance Committee) - Oversight: Director (Rader) - Day-to-day management leader: - Manager (Chulski) - Internal comms: Manager (TBD) - Brand Hub: Specialist (Swasey) Legal (day-to-day brand decisions) Corporate Strategy Exelon Generation comms (Nuclear & Power) Human Resources comms (general & recruitment) Constellation marketing & comms Legal BGE Home marketing & comms Investor Relations BGE marketing & comms ComEd marketing & comms Corporate Relations PECO marketing & comms Web Supply COG Corporate Strategy comms team Exelon Generation comms team Human Resources comms team Constellation marketing & comms team Legal comms team BGE Home marketing & comms team Investor Relations comms team BGE marketing & comms team ComEd marketing & comms team Corporate Relations team PECO marketing & comms team Web team Supply team COG team *Members of the Brand Council and Brand Governance Committee above listed are examples; other groups could also be represented. ©FutureBrand Exelon Case Study 7 <> Exelon “ The new brand is a tremendous success. We look forward to continuing to work with the FutureBrand team to share and reinforce the new brand strategy with all of Exelon’s stakeholders.” James Firth, Executive Committee Example to the left is one of many, all Constellation power plant logos should be converted NewEnergy Brand Architecture The merger posed several brand architecture challenges. Notably, Constellation would become Exelon’s retail brand, Exelon Generation would be its own separate, but linked sub-brand, and Exelon would be both the parent brand as well as the transmission company. FutureBrand determined the architecture ramifications of this arrangement, solved for them and communicated each entity in a way that drew equity back to the masterbrand through a signature system. ©FutureBrand Exelon Case Study 8 <> Exelon Results Re-positioned around the new corporate vision of maximizing energy to create a brighter, more sustainable future, the merger of Exelon and Constellation Energy created not only the leading competitive energy provider, but also one of the industry’s cleanest and lowestcost power generation portfolios. Its portfolio is now 55% nuclear, 28% natural gas, 10% renewable / hydro / solar, with a leadership position in commercial solar energy. ©FutureBrand Exelon Case Study 9 <
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