Ever New England.
Delivering the energy New England needs.
Eversource is a Fortune 500 company. Across three New England states, the company serves nearly 4.4 million people, delivering electricity, natural gas and water service. Formed by the merger of more than six regional utility companies, the company has more than 9,200 employees.
The context
Founded in 1966, Northeast Utilities had become the largest electric and gas utility in New England by the mid 2010s. Built through years of thoughtful acquisitions and mergers, the organization was made up of six unique operating companies and brands spread across Connecticut, Massachusetts and New Hampshire.
The conflict
Despite outperforming other regional utility companies in restoration efforts, customer perception of the operating company brands across key attributes -- reliability, service, price -- was inconsistent. And, within the organization itself the employees felt no sense of unity or shared mission.
The idea
A human, neighborly utility - one company focused on one mission: Delivering reliable, affordable energy with superior customer service. Launched through a campaign announcing the name, claiming the heritage of all of the preceding organizations. and positioning Eversource as the energy leader in New England. Multifaceted, the campaign demonstrated reliability through technology and presented employees as everyday heroes working year-round.
