Edison Energy - DoubleTake Design, Inc.

When Edison International acquired several companies in the energy industry and combined them into a start-up energy consultancy, Edison Energy, they turned to DoubleTake Design to quickly create a brand and supporting marketing material for a launch event. The objectives were to:

Create an interim brand for the start-up company, to be showcased at an important industry launch event to investors, potential customers and the media in less than three months
Give the new brand credibility for a year or two, by creating a tie to the parent company brand, positioning it to eventually stand on its own as an innovative, industry-changing company
Create a website, marketing material and event materials in less than three months to meet the public announcement date
Make a big splash in the industry via the launch and the value proposition the innovative new company could offer its customers — large corporate, industrial and institutional energy consumers

Working closely with the Interim Chief Marketing Officer, we created a unique brand identity for Edison Energy, borrowing brand equity from the parent company, Edison International. However, we were able to deliver a distinctly different color palette, design and font treatment that was bold, modern and innovative. Acting as the company’s outsourced marketing department, we created a complete suite of branded assets for the start-up company:

Logo guidelines
Business cards
Messaging, design and development of a new website
Social media skins for consistent online branding on every channel
A presentation to introduce the company at the launch event
Event signage and way finding signage
Event invitation, agenda and collateral materials
Digital displays for the event
Graphics support for the public relations firm

With a hard launch date to meet in less than three months, DoubleTake Design successfully completed all materials needed to support the company launch. The initial results of the launch were deemed incredibly positive by the parent company, media and potential customers.

Kevin Phelan, Interim CMO of Edison Energy for the launch, said “Edison Energy received tremendous press coverage on the launch and although DoubleTake Design was not handling public relations, the way we presented ourselves at the launch event contributed to the success of the coverage. We were able to talk to people at the event with confidence about our presence and our website.”

Following the company launch, we continued serving as the outsourced marketing department, working with the CMO to create:

PowerPoint templates
A standard PowerPoint overview that told the overarching story of why Edison Energy was created and what the company offered to large energy users
Sales collateral material
RFP templates
Trade show booth and materials
Advertising and event support
Data sheets for all of the Service Offerings
Additional sections for the website
Videos
White papers

The Interim CMO passed the baton on to the new CMO, who then took the company in a new direction. We were able to support the team he built and eventually helped to rebrand the company.