Where your electricity comes from isn’t of much concern, until you have a problem. Farmers Electric Cooperative, a rural cooperative serving a large portion of East Texas, was having difficulty communicating with its members with existing media methods. Members weren’t aware of Farmers dedication to customer service and efficient delivery of energy.
Cue went to work learning all about Farmers and cooperatives and the energy market in Texas. The resulting strategy called for development of a full identity system to include icons, info graphics and overall simplified content. The new brand position, "You’re In Power" and complementary visuals are recognizable, fresh, and easily deliver messages from Farmers to its members. The new identity and media have been so effective, complaint call volume has drastically fallen.