PG&E Corporate Branding
Leadership Hierarchy Display
A 20-minute headshot session produces all the elements necessary to upgrade everyone’s PG&E corporate “look”–from personal ID badges, to branded internal correspondence, to social content and team promotions; see below.
Electronic Masthead & Internal Branding
From the individual headshot sessions, internal/external company branding is now controlled. All messaging appears clean, friendly and professional. Everyone displays in their “best light.” Staff can even stand with PG&E subliminally, showing support for the company by leaning on, or positively interacting with the company’s logo, in all their electronic or print communication.
Company Baseball Cards
Designed to create an esprit de corps between employee and PG&E, 4×6″ baseball cards are the self-promotions most socially shared because of the pride they instill within staff. The cards generate positive word-of-mouth, increase company visibility and expand PG&E’s goodwill footprint at the powerful grass roots level. The cards make everyone look like heroes and feel celebrated.
Created during the headshot session, the cards contain the employee’s name, job title, year-of-hire and work location.
PG&E Promotion – Part 1 of 2 – End of an Era
Goodnight 245 Market is the first of a two-part story outlining PG&E’s entrepreneurial beginnings and extremely ambitious start by the Donahue Brothers. The follow-up second part concentrates on PG&E’s new leadership team. It introduces them in front of their new Oakland Headquarters; see farther below.
A concise background story for Goodnight 245 is here: https://stormlabs.net/wp-content/uploads/2020/12/PGEs-Era-Ends-In-San-Francisco.pdf (Although this copy is brief, it can be expanded for different channels, to include more build up and detail, engaging readers longer with PG&E’s rich history.)
Goodnight 245 introduces the Donahue’s and highlights their accomplishments, with various visual elements appearing in the composited piece: gas street lighting, street cars, a sailing ship in San Francisco’s bay to represent the brother’s arrival on the West Coast.
Two different PG&E logo treatments (in the upper right of each version), are used to highlight the inherent power of PGE’s traditional “Smurf Blue & Goldenrod” logo. These treatments complement the organic feel of this composite. The follow up second piece below, however, uses the original PG&E logo: big, bold and beautiful.
PG&E Promotion – Part 2 of 2 – Good Morning Oakland
The second part of the PG&E promotion focuses on PG&E’s new leadership team. Created during the original headshot sessions, leadership is photographed individually against a grey background. Afterwards they are composited in front of the company’s new Oakland Headquarters as the background–visually tying the team to the new community. See composite below.
This part two segment introduces the new officers and explains the upcoming energy challenges PG&E seeks to solve–with greener horizons as their North Star and safety-first optimism as its driving force. Each officer contributes their own thoughts on the forward momentum of the company, as a new day dawns for PG&E in Oakland.
The juxtaposition of the two composites follows:
Part One–old school, turn-of-century, hearth-born grit.
Part Two–ultra-modern, dawn-of-new-day, optimistic.
The combined promotions illustrate the shiny path PG&E is following moving forward. It also tips it’s hat to the entrepreneurial spirit of PG&E’s rich past–that will be front and center again–as the New Roaring 20’s decade continues to unfold.
