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Case Study - ERCOT

Company Overview ERCOT (the "Electric Reliability Council of Texas") is the corporation that administers the state of Texas' power grid. ERCOT serves approximately 85 percent of Texas' electricity users and manages the operation of over 70,000 megawatts of generation and more than 37,000 miles of transmission lines. ERCOT's key roll currently is overseeing the transactions associated with the newly deregulated market and protecting the overall reliability of the grid.

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Business Challenge

ERCOT's original logo had served them well in their previous, less-publicized and less well-known capacity. But given their more public role as overseer of electricity deregulation in Texas, a new logo was required that would embody a new mission, a burgeoning new staff, and a new way of doing business for electrical utilities, municipals, cooperatives, generators, retail electric providers, power marketers, and consumers in the state of Texas. At the same time, this logo also needed to be flexible and easily converted to a variety of print and promotional media formats, from offset printing to silk screening to embroidery. Once the logo was created, PrintGlobe was tasked with rebuilding the ERCOT website, from the ground up - in less than 9 weeks.

• Establish a new brand identity
• Create a logo that would embody a new mission, a burgeoning new staff, and a new way of doing business for electric utilities and consumers in Texas
• Build an advanced functionality, multi-audience website for ERCOT
• Provide one-stop printing and graphic design capabilities for ERCOT

Solution

Our solution was to attack the logo re-design from a variety of angles. After meeting with key ERCOT executive management and discussing ERCOT's internal and external marketing needs and logo-related pain points at length, we provided ERCOT with several rounds of one- and two-color logo ideas from a half-dozen designers. After the list of potential logos was whittled down, a final vote was held by senior ERCOT management and a new ERCOT logo selected. The result was an elegant, refined corporate logo that is equally effective suspended above the ERCOT Austin headquarters or on the printed page. The next step was to design ERCOT's corporate I.D. (business cards, letterhead, envelopes, et al.), which was done with an eye towards ease and economy of replication. The corporate I.D. we developed is inexpensive and easily produced, and the business cards in particular were designed to be printed as shells in quantity and the text overprinted in one color as needed, which provides significant cost savings to ERCOT. The logo has been successfully utilized on a variety of promotional products, signage, silk-screened and embroidered clothing, and printed materials, and it continues to serve as the centerpiece of ERCOT's national marketing efforts.

The ERCOT Website was developed in an incredible 60 days! After a technical and creative brief were created and approved, we went to work - quickly. Two teams of developers worked simultaneously while graphic designers and a copywriter developed the communication interface. Working closely with ERCOT IT professionals, our team efficiently and effectively aggregated the vast body of content necessary for the new portal. On deadline and on budget, the website was launched and has since received numerous accolades.

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