Case Study: Sempra Rebrand

Rebranding during a global pandemic

Sempra is a Fortune 500 parent company to a handful of utility and energy infrastructure businesses. In January 2020 we were tasked with exploring what a brand refresh could look like for the organization. I participated in the RFP process and helped coordinate contract negotiations. The multi-year process began at the start of Covid-19, and I was the lead liaison managing and coordinating internal stakeholders, external vendors, and a creative agency.

Brand Guidelines
I partnered with a creative agency to develop a comprehensive visual brand guideline and training materials. These materials were meant to empower internal stakeholders, and transform them into brand ambassadors. I also ensured that this new visual system and applicationswere shared with external vendors to limit gaps during the transition. I developed tools, like cloud library access, to be shared with teams both internally and externally as applicable.

BRAND ACTIVATION
Externally we launched a brand recognition campaign that featured: environmental signage, paid ad campaigns, Annual Report visuals, and a corporate website redesign. Internally, we launched an intranet microsite to build anticipation around the reveal and release of the refreshed brand, answer employee queries, and generate engagement.

PHOTOGRAPHY
Another component of brand activation was leadership photography. I was responsible for coordinating schedules, hiring staff, scouting/selecting locations, and served as the liaison for the leadership team. On-set, I acted as creative director, working in tandem with our photographer to ensure each leaders needs were met and we produced a quality end-product. I also processed the draft images, developed review decks, and created a custom website for leadership feedback. I coordinated retouching as needed and rolled out all final assets to our website, as well as internal resources repositories (Sharepoint, Webdam). The final product was contemporary, impactful, and visually exciting.

EVOLUTION & EXPANSION
Over two years later, the rebrand work is still evolving. I continue to advance the brand by expanding and developing strategies that leverage the core work done during re-brand activation. I help elevate the Sempra brand by affirming our brand presence in digital and physical environments. Ensuring external stakeholders have a sense of brand recognition, and internal stakeholders have a sense of pride no matter the application. I develop impactful creative solutions that align to our brand standards, and create unique and memorable touch points that help elevate Sempra as a leader within our industry and the communities we serve.

EMPLOYEE RESOURCE GROUP FRAMEWORK
In 2024 Sempra hosted The Conference Board’s Corporate Brand Strategy meeting, and I was honored to lead a session. “Freedom Within a Framework: Creating an Employee Resource Group Visual System” covered the importance of building brand cohesion and the holistic approach that lead to the development of a robust ERG strategy (nomenclature, visual system and guideline standards).

NEW YORK STOCK EXCHANGE TAKEOVER
In 2023 Sempra celebrated 25 years of innovation, growth, and service. The company delivers safe, reliable energy to millions of consumers every day. To commemorate the anniversary, we took over the New York Stock Exchange. The branded takeover included: a Times Square billboard, Silicon Valley billboard, digital signage/screens throughout the building (in every conference room and floor), media cube displays on the trading room floor, custom merchandise for the bankers conference, and physical signage adorning the outer facade of 11 Wall Street. The bell podium screen served as a dynamic backdrop for the executive leadership that attended the bell ringing ceremony.