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Laurentis Energy Partners

Director, Brand Strategy & Design + Naming

At Jacknife Design I worked in partnership with agency The Hive on rebranding Canadian Nuclear Partners (CNP), a subsidiary of Ontario Power Generation (OPG). Laurentis is comprised of expert teams focused on servicing a broad range of energy verticals, to provide industry-leading solutions to the power generation and energy sector on a national and global scale. As part of CNP’s reorganization and preparation for future growth I provided senior leadership and oversight to strategy and design teams across agency and client lines which resulted in a revamped brand strategy and brand architecture, guiding narrative—“Advancing Together”—and new name: Laurentis Energy Partners. The overall tone and manner of Laurentis is smart and professional, evocative of the organization’s “Canadian-ness,” and designed to set it apart from competitor brands. Project deliverables included comprehensive brand guidelines detailing overall design direction, brand tone and visual standards that helped bring seamless consistency to Laurentis’ communication strategy across all touchpoints as the brand was introduced to internal stakeholders and externally to market.

At Jacknife Design I worked in partnership with agency The Hive on rebranding Canadian Nuclear Partners (CNP), a subsidiary of Ontario Power Generation (OPG). Laurentis is comprised of expert teams focused on servicing a broad range of energy verticals, to provide industry-leading solutions to the power generation and energy sector on a national and global scale. As part of CNP’s reorganization and preparation for future growth I provided senior leadership and oversight to strategy and design teams across agency and client lines which resulted in a revamped brand strategy and brand architecture, guiding narrative—“Advancing Together”—and new name: Laurentis Energy Partners. The overall tone and manner of Laurentis is smart and professional, evocative of the organization’s “Canadian-ness,” and designed to set it apart from competitor brands. Project deliverables included comprehensive brand guidelines detailing overall design direction, brand tone and visual standards that helped bring seamless consistency to Laurentis’ communication strategy across all touchpoints as the brand was introduced to internal stakeholders and externally to market.