Good Energy

Reimagining a familiar brand around warmth, care, and home

In Georgia’s competitive natural gas market, the product is essentially the same no matter who sells it. Price gets attention, but our research uncovered something more valuable: SCANA Energy already stood apart in the place customers cared about most—service.

We built the brand around that truth, transforming SCANA’s much-loved bear family from familiar mascots into the heart of the strategy. Big Bear Energy became an expression of warmth in every sense, shaping a new identity, custom typography, color, imagery, and voice around the feeling of being well looked after at home.

The result is a brand with something competitors can’t easily copy. Not different gas. A different feeling.