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FirstEnergy’s brand makeover substantiates its status as a global financial player

Shortly after expanding to include a London office, Calgary-based FirstEnergy Capital — an investment bank specializing in energy — decided it was time for a brand makeover and called Strut.

FirstEnergy was looking for a brand identity that not only reflected their unique value proposition as a specialized bank, but announced their arrival as a player in the global energy sector (“Hello world!”). We worked with them to identify the company’s core brand values and developing a visual language and messaging that would accurately and uniquely reflect that.

Together, we answered the three big brand questions: what they do, how they do it and where they do it. In consideration of these answers, and their core brand values — being first, industry expertise and having the best people — Strut proposed a new tagline: Always Thinking Energy. (Because they are… get it?)

Building on this new foundation, our creative team developed an updated logo, full brand visual guidelines and a super purdy portfolio of corporate materials, including new business cards and stationery. These new incarnations of the FirstEnergy brand accurately tell the story of what the company is today and, more importantly, let the world know what they intend to continue to grow to be.

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The

Idea

Our

Work

The

Idea

Developing a new brand identity that accurately represents who FirstEnergy Capital is to an industry-specific audience, including guidelines around tone, messaging and the visual language used to represent the company in everything from ad campaigns to corporate stationery.

Our

Work

Brand Development

Visual Identity Guidelines

Corporate Materials

Brand Values - Being first, Energy Specialist, Bespoke service FirstEnergy Capital brand elements FirstEnergy Capital stationary design FirstEnergy Capital business card design FirstEnergy Capital printed media

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