Enbridge

A consistent and adaptable internal brand

The Enbridge Inc. corporate brand spoke clearly, consistently and powerfully to external stakeholders however internal brand materials were a patchwork of visuals, key messages, and communication styles. The disconnect served to divide Enbridge more than to inspire employees under one brand voice.

To meet the challenge, I worked with Enbridge stakeholders and creative directed a team of designers to develop a comprehensive internal brand system. We started with an existing external brand and evolved the system so that internal departments, programs and initiatives had a way to define and express themselves. We strove for a flexible visual identity that would reinforce the overarching brand while allowing branded individuality within unique offices, departments and programs. 

The result was an extensive brand system and guidelines that was implemented at all Enbridge offices and site locations. The brand toolkit included an integrated identity system for programs and departments, brand voice guidelines, colour palette, image usage, illustration guidelines, font selection and templated design system for print, digital and environmental graphics. The system has played out across the organization and ensured that all internal brands are part of a visual collective that strengthens and supports the overall Enbridge brand. Implemented internationally the brand is live on internal communication tools, including print publications, brochures, environmental graphicsonline intranet initiatives, engagement events and a variety of branded merchandise.

project role: Client Manager, Creative Director, Designer, Production Manager