Landor Creates new Brand Identity for SCANA Energy to Drive Distinctiveness and Brand Growth

Aug. 03, 2026

SCANA Energy has unveiled a comprehensive brand transformation created by global brand and design consultancy Landor, part of WPP, repositioning one of Georgia's leading natural gas providers around customer experience in a market where providers sell virtually identical products and competition is increasingly driven by price.

The rebrand marks the next stage in SCANA Energy's evolution following its acquisition by IGS Energy and responds to changing customer expectations in Georgia's deregulated energy market. Landor’s analysis including customer focus groups, brand equity analysis and distinctive asset testing revealed that while price remained the biggest driver of choice, SCANA Energy was already perceived to outperform competitors on customer service. Landor identified this as a distinctive strength the business could build on, repositioning the brand around a simple promise: providing the gas that warms your home with the service that warms your soul.

The brand identity work began by identifying which existing brand assets were already driving recognition and preference, allowing investment to be directed where it would create the greatest commercial return. Analysis showed SCANA Energy’s bear characters, first introduced in a campaign by VML, were the brand's strongest distinctive asset, with significantly higher recognition than any other visual element. Rather than replacing them, Landor evolved Harry, Linda and the cubs to become embodiments of SCANA Energy's new soulful promise.

That translated into the creative concept ‘Big Bear Energy’ which extends throughout the wider design system. Rounded graphic forms, icons and illustrations echo the bears' approachable character and physical form, while a warmer colour palette inspired by Georgia, flame and the cosy feeling of home shifts the brand away from traditional utility branding towards something more human, inviting and soulful. A new verbal identity complements the visual language with a clearer, friendlier tone designed to make an opaque and complex category easier to navigate.

The new identity is deliberately built around fewer, stronger assets. Rather than introducing more visual elements, Landor has focused on leveraging existing strengths to ultimately build a brand for SCANA Energy that will become more recognised. Together, these create a more coherent system that is easier to implement consistently while strengthening recognition across every customer touchpoint, allowing SCANA Energy to become more unmistakably itself.

Typography is another defining element of the new system. Working with Landor's in-house type foundry, the team developed Harry Display and Harry Text, a bespoke sans serif family inspired by the bears' distinctive personality and physical form. Strong and confident in structure but softened through rounded forms and humanist detailing, the typeface balances warmth with impact, giving SCANA Energy a distinctive visual voice across advertising, digital experiences and everyday customer interactions. The identity is completed by a customised wordmark informed by the wider brand strategy, creating a stronger and more recognisable foundation.

Landor’s work spans brand strategy, positioning, visual identity, motion, verbal identity, digital experience, governance, implementation tools and employee brand training, creating a unified and more believable experience across every touchpoint. The Bear character and animation development was delivered in partnership with BUCK.

Jen Bowden, Vice President & General Manager, SCANA Energy, said: 

"This transformation is about much more than a new visual identity. It redefines what we stand for as a business and the superior experience we want every customer to feel. Landor helped us identify what already made SCANA Energy distinctive and build a more compelling brand that brings those strengths to life across every interaction."

 

Ryan Frost, Global Executive Creative Director, Landor, added: 

"In markets where products are increasingly interchangeable, competitive advantage comes from investing in what customers already know, trust and remember. The strongest transformations don't begin with reinvention—they begin with evidence. By identifying SCANA Energy’s most distinctive existing assets, we were able to build on established brand equity rather than replace it, creating a brand that's more recognisable, more emotionally resonant and ultimately more valuable."

 

The new SCANA Energy brand is also rolling out across advertising, digital channels, billing, customer communications and employee experiences, and a launch TV campaign led by VML.

The transformation demonstrates how insight-led brand investment can create competitive advantage even in categories where products are largely indistinguishable.