A brand with 100-year-old roots gets refreshed from the inside out to better reflect their innovative DNA.

With its legacy and the public’s perception of Oncor being outdated or old fashioned, they needed to show it had evolved into a 21st-century innovator and technological leader. Strategic brand workshops with the leadership team identified the company’s new brand platform which yielded a more aspirational and bolder brand voice for the organization. Staying within the brand’s existing palette, a moderate shift to the visual language was conducted to better express innovation. Special attention was given to the employee onboarding process to instill a sense of pride and see the value of thier contributions.

In addition to updating all brand touch points, Oncor’s outdated web presence received an extensive top-down transformation and was relaunched to reflect the company’s vision and create a better user experience. The process entailed rigorous UX development across 7 personas, website intercepts and in-depth interviews with customers, qualitative research, focus group testing, Google Analytics audit, content strategy and development, usability testing and SEO.

Oncor’s only customer-facing program and social channels also received an overhaul. Both areas adopted a more proactive approach to their engagement strategies. For their new mobile app, marketing campaigns and an oversized mobile kiosk were deployed to increase customer adoption.

Project Scope & Contributions

Roadshow
Activation
Graphic Design
Video Production
Motion Graphics
Branded Environments
Program Design
Digital Campaign
Product Marketing
SEO
UX

Brand Strategy
Brand Platform
Brand Positioning  
Brand Identity
Employee Engagement
Customer Engagement 
Website Development
GTM Campaign
Social Media
ERG and DEI programs
Graphic Design

Recasting the Brand’s Foundation

P H A S E 1

Starting below with a brand platform, several foundational elements of the brand were established. This include a new core position, insights on multiple target audiences, a message map, and finally the brand expression with a new voice.

P H A S E 2

Onboarding Corporate & Field Employees

Unveiling a New Brand Anthem

A Message
from Leadership

An internal announcement from the CEO, instilling pride, sharing the vision, and kicking off an “Empowerful Together” initiative to help break down organizational silos.

Within the brand launch materials a designated space was created, encouraging employees to reflect on their own “why?” and express it among their coworkers.

Equipping Managers

Manager onboarding materials were created to guide a successful rollout and sustain the momentum with their teams.

Revealing New Tools
& Brand Guidelines

Employee engagement to announce new branded tools and proper Implementation
to maintain brand integrity.

P H A S E 3

Public Soft Launch

Prime feature:

Service assist center

Core site goal:

Establish fluid UX
for users seeking
info and services.

High-level details: 

7 user groups

12 core user paths 

15 stakeholder group interviews

130 page parent site analysis

6 microsites grafted into parent

100% New content + visual assets

100% recast of download assets

45% page reduction (to 70 pages) 

Google tag manager

Google My Business

Intercept IDIs post launch

P H A S E 4

Increased Engagement

Employee Engagement

Spurring an Innovative Culture

Conceived and branded a competition for the company’s annual Innovation Week to increase visibility of new innovative ideas while rewarding the efforts and instilling pride. The winner of the competition got to drive the company’s Tesla S-Type for one year and get prime parking within their underground parking facility.

Keeping a Team
Mindset in Focus

Customer Engagement

Connecting with Customers In-Person

The Ask Oncor program received a full revamp as well as a large touchscreen kiosk to create an interactive experience to help promote a new app.

Activating a Hands-On Experience at EarthX

Being Proactive
in Social Channels

First Year Results

Goals & Objectives

  • Business-to-customer social media strategy using a soft launch approach with service-oriented content to improve positive CX and brand sentiment by:

  • Increasing social media communications cadence during weather events, increase followers, and address customer comments in real-time with direct messaging 

  • Deepening customer understanding of Oncor’s service offering and role in electric delivery in the Texas market

  • Increasing positive customer engagement across all social accounts, addressing comments in real-time with DMs

  • Highlighting Oncor’s efforts in innovation, renewables, energy efficiency and community involvement

  • Increase rate of adoption for the MyOncor App

Actions

  • Implemented social analytic tools for listening and determining insights

  • Created a fully evolving series library of social cards, infographics and videos:

    – Educating customers on Oncor’s role
       in the Texas energy landscape

    – Proactive severe weather sequences with
       service information, outage assistance,
       and safety messaging

    – Seasonal energy efficiency tips  

  • Translated severe weather, outage assistance and some safety messaging into Spanish.