WGL Holdings, Inc.

CASE STUDY:

Rolling out a new brand for WGL.

ENC helped an energy company implement its new corporate brand in less than six months.

This video introduced the new WGL brand to fire up employees at a company-wide town hall.

This roadmap graphic was used to brief WGL executives on progress. It depicts the massive number of milestones in the rollout program.

Sales training materials helped WGL reps adapt to selling full-service energy solutions.

This eight-foot sign board encouraged employees to think of WGL as far more than just a gas company.

The client:

WGL Holdings

The work:

WGL Holdings was the relatively unknown parent company of Washington Gas, the 170-year-old Washington, DC icon. WGL needed to rebrand in order to represent all of its capabilities as a full-service energy business.

ENC was recruited by WGL’s chief revenue officer to support:

PROGRAM AND VENDOR MANAGEMENT

Comprehensive roll-out roadmap
Rollout team coordination
Integrated program tracking and reporting
Governance for distributed web content authoring

EXECUTIVE COMMUNICATIONS

Program process graphics
Videos, speeches, and presentations

CHANGE MANAGEMENT

Stakeholder interviews
Competitive messaging audit
Messaging versioned for more than 30 internal and external stakeholder groups

CREATIVE

Training materials
Internal branding assets such as digital signage, posters, banners, window and floor graphics, and elevator clings
Brand guideline materials
Internal rollout videos

The outcome:

Through our efforts, we helped WGL:

Launch the new brand in just six months.
Engage its employees and recruit them as champions for the new brand.
Ensure that employees understood why, when, and how the new brand was being implemented.
Coordinate the efforts of the internal and external roll-out teams.
Transform its Springfield headquarters into an immersive experience promoting the new brand.
Facilitate adoption of a new intranet that equipped employees to provide energy answers to customers.
Provide employees with ready access to a repository of new brand assets.
Ensure brand consistency with clear guidance and easy-to-use resources.