After years of rate changes and storm frustrations, Pennsylvanians saw PPL as just another power company. Trust had eroded, and the relationship felt transactional. The brand needed to shift the narrative from “me vs. them” to “we’re in this together.”

Electricity isn’t just power — it’s connection. When customers see the people behind the grid, the brand transforms from a utility company into a trusted partner.

We created Partners in Power, a campaign built on collaboration, trust and shared responsibility. Our team embedded with PPL crews across Pennsylvania — from linemen in the field to call center teams — capturing authentic moments that revealed the heart of the brand. A refreshed visual system, modernized assets and real employee stories came together to show that with PPL by your side, there’s nothing we can’t power together.