So, you’ve seen Yampa Valley Electric Association’s new look, but you may be asking yourself, “Why now?” Trust us, this was one of the biggest questions we had to tackle when we looked at rebranding.
What we knew going into this rebranding was that we weren’t doing it because something was broken or because we decided it was time for a new look.
It started because there was a disconnect. When we talked with our team at YVEA, one theme kept coming up: We’re proud of the work we do, but the brand doesn’t always feel like us.
It isn’t always easy to articulate what it means and what it stands for. It doesn’t always feel like something we can rally around. And there isn’t a shared language that connects everyone–across roles, departments, and crews.
So this rebrand wasn’t driven from the outside in. It was driven from the inside out. The goal was simple: As we step into our 85th year, create an expression of YVEA that our employees can confidently articulate and can proudly see themselves in.
We wanted to create a brand that our members can connect with and understand, so that when they see us in the community, they, too, know what our brand means. Members can understand the work we do and why we are so connected to this valley we all call home.
Because if we’re going to celebrate 85 years of legacy, we should do it with a brand that reflects both where we’ve been and where we’re going.
We are so excited to share this new brand with our members so they can have a deeper understanding of what sets YVEA apart from other utilities, and what drives us every day, through every outage, every storm, every phone that gets answered. Because as much as we are a part of the community, this community is an important part of who we are.
And because our employees and community members put so much thought and time into this, we knew one newsletter wouldn't be enough to really get into the details of our new branding, so we will be publishing more blogs that go into the nitty-gritty details of our new branding.
Check out our next blog on the branding - Our Dream Brand Team.