Transforming a 100 Year Old Brand for the Century Ahead

Turtle & Hughes began in 1923 as a family-owned and operated company distributing electrical equipment to businesses in the Lower Manhattan area. Today, the company employs over 800 professionals across the U.S., Canada, Mexico, and Puerto Rico.

Though steeped in an impressive 100 year history, the company needed the brand to tell a story focused on the century ahead. Working in partnership with senior leadership, we crafted a brand strategy to help reposition the company from a price-driven commodity supplier to a mission-critical solutions and service provider.  The new identity, design system, and messaging worked to reinforce Turtle’s stated mission to Rethinking Energy and Advance Tomorrow.