Landor reshapes SCANA Energy brand around service

The creative platform, Big Bear Energy, extends across the identity system through rounded graphic forms, icons and illustrations inspired by the bear characters

SCANA Energy has introduced a refreshed brand identity developed by Landor, the WPP-owned brand and design consultancy, as the Georgia natural gas provider seeks to differentiate itself through customer experience in a deregulated market where pricing remains the primary competitive factor.

The transformation follows SCANA Energy's acquisition by IGS Energy and reflects changing customer expectations. Research conducted by Landor, including customer focus groups, brand equity analysis and distinctive asset testing, found that while price was the leading factor in customer choice, SCANA Energy was consistently associated with stronger customer service than its competitors.

Research guided the brand strategy

Based on those findings, Landor repositioned the brand around the promise of providing "the gas that warms your home with the service that warms your soul."

The consultancy also evaluated SCANA Energy's existing brand assets to determine which elements contributed most to recognition and preference. The analysis identified the company's bear characters, originally introduced through a campaign by VML, as its strongest visual asset. Rather than replacing them, Landor evolved Harry, Linda and the cubs to represent the brand's customer-focused positioning.

Existing assets take centre stage

The creative platform, Big Bear Energy, extends across the identity system through rounded graphic forms, icons and illustrations inspired by the bear characters. The colour palette draws on Georgia, flames and the comfort of home, while the verbal identity adopts a clearer and more approachable tone intended to simplify communication in a complex category.

Landor also reduced the number of visual assets used across the identity, focusing instead on strengthening existing elements to improve recognition and consistency across customer touchpoints.

Bespoke typography supports recognition

As part of the project, Landor's in-house type foundry developed two custom typefaces, Harry Display and Harry Text. The sans serif family takes inspiration from the bears' character and physical form, combining rounded details with a confident structure to create a distinctive visual identity across advertising, digital platforms and customer communications.

The identity also includes a customised wordmark designed to reinforce brand recognition.

Rollout extends across customer touchpoints

Landor's work covered brand strategy, positioning, visual identity, motion design, verbal identity, digital experience, governance, implementation tools and employee brand training.

Jen Bowden, Vice President & General Manager, SCANA Energy: "This transformation is about much more than a new visual identity. It redefines what we stand for as a business and the superior experience we want every customer to feel. Landor helped us identify what already made SCANA Energy distinctive and build a more compelling brand that brings those strengths to life across every interaction."

Ryan Frost, Global Executive Creative Director, Landor: "In markets where products are increasingly interchangeable, competitive advantage comes from investing in what customers already know, trust and remember. The strongest transformations don't begin with reinvention—they begin with evidence. By identifying SCANA Energy's most distinctive existing assets, we were able to build on established brand equity rather than replace it, creating a brand that's more recognisable, more emotionally resonant and ultimately more valuable."

The refreshed brand is being introduced across advertising, digital channels, billing, customer communications and employee experiences. A television campaign developed by VML supports the rollout.

The project illustrates how research-led brand strategy can help companies build stronger differentiation in markets where products are largely comparable.

www.landor.com

www.scanaenergy.com

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