Get ready for disruption


Alectra Utilities Brand Strategy

The combination of four large Ontario utilities into one was the first step in responding to the need for consolidation in the electrical utility sector and the imperative to prepare for the coming disruption of the power category. New ways to generate, store, move and use electricity are fundamentally changing the role if the traditional utility - both by potentially undermining regulated business but also by creating new opportunity for new business models. With a new name, bold positioning strategy and refreshed visual identity, Alectra was able to launch as a fresh, new player still able to serve the day-to-day power needs of their millions of customers. Alectra is now one of the largest publicly owned utilities in North America with the platform to allow them to thrive as their sector shifts. Partner: Ove Brand Design


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