PriceWeber’s Utilities team has deep, ongoing experience in global branding, positioning, and the marketing of services to the power generation industry, and in the successful marketing of power generation industry products. Our experience includes marketing a broad suite of coal-fired and nuclear power plant maintenance services, environmental consulting, remediation and compliance services, plus innovative byproduct sales and marketing across North America. These campaigns include global brand strategy and positioning development as well as rebranding for a leading utility services company as it evolved from a privately held company to a publicly traded company on the New York Stock Exchange (NYSE) as well as marketing campaigns to the largest power generation companies including Duke Energy, Exelon, Dominion, AEP Energy, Dynegy and many others.

Brands We've Done This For


Charah Solutions logo
Allied Power logo
SCB International logo
Our work in action

Charah Solutions

Revised Brand Architecture

Charah Solutions headquarters image

Challenge

After 30 years of providing industry-leading coal ash management, marketing and sales for utility companies, Charah Solutions was poised to diversify their service offerings and grow through mergers, acquisitions, and an initial public offering on Wall Street. With an eye to maximizing their IPO, Charah Solutions needed to elevate their brand architecture and identity to meet their new service offerings and translate that architecture through all business lines and customer touchpoints.

Charah Solutions brand architecture brochure image

Solution

The PriceWeber Utilities team conducted a full brand and positioning audit leading to a revised brand architecture that delivered on the promise of the company’s new service offerings and positioning. Based on this new architecture, the team redesigned all customer touch points from vehicles, wearables, and office space to collateral to the company’s web presence. Following the brand relaunch, the PW team created all relevant elements to help promote the client’s IPO on the New York Stock Exchange including both internal and external promotional elements.

Charah Solutions website image including sustainability message

Results

Charah Solutions initial public offering raised more than $88,000,000 in capital, setting the stage, along with strong brand positioning and marketing communications, for future growth opportunities.

Charah Solutions at the New York Stock Exchange on the day of their initial public offering

Skill Leader(s)

Brad Mercer, Account Director PriceWeber Marketing, Louisville KY

Brad Mercer

Vice President, Account Director

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