Addison Whitney consults Sierra Pacific Resources in creation of NV Energy brand
CHARLOTTE, North Carolina, September 29, 2008- Sierra Pacific Resources recently unveiled a new brand identity uniting two of its utility subsidiaries, Nevada Power and Sierra Pacific Power. Both will now operate as NV Energy. The NV Energy name and accompanying logo were created by Addison Whitney, a global brand consultancy specializing in corporate identity development. Addison Whitney also designed brand integration strategies to aid stakeholders in the transition to the new brand.Sierra Pacific Power has provided power to northern Nevada for more than 150 years. In 1999, Sierra Pacific Resources acquired Nevada Power, a provider to southern Nevada. Management and operations were integrated in 2005, but the two distinct service brands were retained. NV Energy represents the complete unification of the Sierra Pacific Power and Nevada Power brands.
“Most importantly, this name change and new logo signals our intention and firm commitment to our customers, our shareholders and our employees to become the premier provider of energy,” noted Michael Yackira, President and CEO of Sierra Pacific Resources. The name change compliments the recent implementation of the company’s new three-part business strategy including programs for conservation and energy efficiency, renewable energy exploration, and new energy generation.
Addison Whitney recommended the name NV Energy because of its overt reference to operations in Nevada. ‘Energy’ communicates the company’s new plan to explore alternative energy methods, and symbolizes progressive thinking. Addison Whitney also created a new visual identity combining elements from the logos of each former brand. Both name and logo candidates were tested among target audience members in order to recommend the most appropriate selections.
“Our challenge was to create a single corporate identity for two separate service brands that would effectively reflect the company’s dedication to its customers,” said Clayton Tolley, President and CEO of Addison Whitney. “NV Energy presents a more unified front to customers and employees and leverages the company as not just a power provider, but a company committed to exploring and delivering alternative energy solutions to the people of Nevada.”
Implementation of the NV Energy name and logo has already begun and will continue once shareholder approval is won. Addison Whitney is currently engaged in creating additional collateral pieces.
For more information, please call Lizzy Guterma at 704-697-4055 or lizzy.guterma@addisonwhitney.com or visit www.addisonwhitney.com.
About Addison Whitney
Addison Whitney is a global full-service brand consulting firm. Founded in 1991, the firm has extended its services to offer branding expertise in the areas of verbal branding, visual branding, brand strategy, and research and analysis. Clients come to Addison Whitney from industries including: consumer, technology, business to business and other market segments. Addison Whitney health, a specialized healthcare division of Addison Whitney, serves the branding needs of pharmaceutical, biotechnology, life science, and medical specialties. For more information, visit www.addisonwhitney.com.
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