People wanted to save money, take better care of their homes, and maximize energy efficiency. But they didn’t always know where to start or where to seek advice.
A publicly traded utility, providing energy and natural gas to eight states, had never before communicated to customers about why they were unique, leading some customers to ask “Why am I getting a bill from some company in South Dakota?”
Show how Black Hills Energy fuels passions, not just homes and businesses.
Powering more people. Empowering real people.
Growth is part of that promise. Black Hills Energy came to VJ in 2018 poised to become the fastest-growing utility in the country. And it had initiated business strategies—acquisitions and footprint expansion, load growth, and adding large-volume customers—to get there. But something was still missing. The company had an iterative logo, but it didn’t have a brand, a foundation for growth. VJ’s brand discovery process yielded the brand position called Ready, a launching point for new ways of engaging internally and with its customers across its entire footprint.
