Rebranding a Fortune 250

Sempra is a Fortune 250 energy infrastructure company. In January 2020 we were tasked with exploring what a brand refresh could look like for the legacy 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 tasked with managing and coordinating internal stakeholders, external vendors, and a new creative agency.

Year
2020 - Present

Client
Sempra

The process

Brand Guideline development
Partnering with a creative agency, I developed comprehensive brand guidelines and training materials. These tools were created to empower internal stakeholders and transform them into brand ambassadors. I also ensured that the new creative assets were deployed internally and shared with external vendors to limit gaps during the transition.

Brand activation 
Externally, we launched a brand recognition campaign that featured: environmental signage, paid ads, Annual Report, and a corporate website redesign. Internally, we launched an intranet microsite; intended to build anticipation around the reveal and release of the refreshed brand, answer employee queries, and generate engagement.

Evolution and 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 the rebrand. I elevate the Sempra brand by affirming our brand presence in digital and physical environments. 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. 

Photography refresh (leadership)
Another component of brand activation included photography. Phase one: updating leadership portraits. I was responsible for researching and hiring a photography team, coordinating leader photo sessions, and scouting locations. On-set, I acted as creative director, working in tandem with our photographer and production team to ensure we produced a quality end-product. I processed proofs, developed review decks, and created a custom website for leadership feedback. I coordinated retouching as needed, and rolled out all final assets to the corporate website, as well as internal resources repositories (Sharepoint, Webdam, etc.). The final product was contemporary and impactful.

New York Stock Exchange celebration
In 2023 Sempra celebrated 25 years of innovation, growth and service. Sempra delivers safe and reliable energy to millions of consumers every day. To commemorate the anniversary, we took over the New York Stock Exchange. The branded takeover included: Times Square billboard, Silicon Valley billboard, digital signage/screens throughout the building (in every conference room and floor), media cube displays (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.

Photography refresh (custom content)
In 2022 I began a two-year custom content partnership with Getty Images. The briefs were divided in to two categories: crowd-sourced custom content and on-location productions. All selected assets are exclusive to Sempra and royalty-free. This endeavor yielded over 1200+ assets and included stills, b-roll and drone footage. I worked closely with the Getty Custom Content production team to orchestrate several multi-day photo and video shoots. I was also on site for the on-location shoots acting as creative director; approving assets, scenes and facilitating model management in real time. In addition to the aforementioned partnership, I also hired and worked closely with several local photographers and videographers to create original content for campaigns, charity events and employee activations. 

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).

  • "The fresh brand of our Fortune 250 company, setting the tone for possibly decades to come. Know that your work is important. It’s making a difference for our business. It is reaching millions of stakeholders. "

    Senior Vice President, Sempra