Charah Solutions
Revised Brand Architecture
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.
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.
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.
