Client: Terasen Gas
Role: Brand Stewardship, Creative Direction, Brand Development
Scope: Corporate Rebranding, Logo Development, Graphic Standards
Role: Brand Stewardship, Creative Direction, Brand Development
Scope: Corporate Rebranding, Logo Development, Graphic Standards
The project represents a significant chapter in my career, spanning both the creation of a new corporate identity and the long-term stewardship of one of British Columbia's most recognized brands.
The acquisition of Terasen Gas by Fortis Inc. created the need for a new corporate identity that would introduce the FortisBC brand to customers across British Columbia. Working with the external agency Karo and a cross-functional FortisBC team, I was a lead player in the development, review, and refinement of the new logo and graphic standards, helping establish the foundation of a visual identity system designed to build recognition, consistency, and trust.
Explorations
Although the door was wide open to explore without inhibition, there was a strong suggestion to create a variation on the parent company's Logo, Fortis Inc.
Below you can see some of the many ideas that were explored. We stretched our imaginations, looking at elements such as colours, fonts, imagery and even taglines.
Brand Guidlines
The launch of the identity marked the beginning of a much larger brand-development effort. As a major contributor working alongside FortisBC colleagues and, later, the agency Alternator Group, I led the brand through an evolution that went beyond visual standards to include writing standards, brand voice, messaging principles, and broader brand frameworks—even spearheading the development of an audio branding system. Together, these elements helped create a consistent customer experience across advertising, digital channels, publications, facilities, events, and customer communications.
Select pages from the FortisBC Brand Guidelines
Additional Contributors
Co creative direction: Karo, Alternator Group