We worked with Dominion to create a brand identity and proposed naming system. We began by doing a deep dive into the existing brand architecture, product names, and plans for the future of the company.
The deliverable was a recommended naming convention, with guidelines for addressing:
This led us to note that the industry may be recognizing that as the energy category is expanding, lack of standardization in product and service naming will get cumbersome and confusing.
ABOUT THE NAME:
As a result of our research, we recommended that Dominion shift from calling themselves “Dominion Power” to instead use the name “Dominion Energy” for the following reasons:
We additionally provided a comprehensive set of guidelines and an evaluation tool to be used in the naming of any future Dominion Energy products - new or acquired.