Duquesne Light Co.
Larger than Light
A complete monopoly led to years of neglect, unsatisfied customers and an aging workforce. We decided to blow up the old brand and start over. New mission. New vision. New name. New ad campaign. And a new website that made it about 100 times easier to pay your bill and get out. Now that’s Larger than Light.
These spots helped people think of us not just as a light company, but as a life company.
The UX gurus realized that most people just want to pay their bill and get out, so we re-built the site with that in mind.
An alarming number of employees were set to retire within five years, so we created a web series called Life Behind the Lines to energize current employees and attract new ones.
Throughout the year we’d remind our customers that we’re Larger than Light with light-hearted social posts.