BWSC

BWSC was in the middle of implementing a dramatic change in strategy. Known for decades as a power plant turnkey partner, the company had decided to wind down its turnkey business and focus instead on providing services for current and new customers. Initially, Swerve was asked to facilitate a re-positioning process that would provide a platform for future growth. This project led to a comprehensive re-brand of a company with roots stretching back over a century.

The real “swerve” at BWSC was undertaken by the company’s board of directors and senior management team. The bold decision to reinvent BWSC as an engineering and O&M services company targeting both energy-transition players and traditional power plants presented great opportunities, but also meant painful changes and considerable risk. Ultimately, the strategy was validated when, for 2021, BWSC delivered its first annual profit in five years.

As a first step, Swerve led a re-positioning process that resulted in a clear vision of the company’s new role in the market and a set of key strategic pillars. We were then asked to bring BWSC’s new position to life in a reimagined corporate identity. A focal point was the development of a new logo, which meant transforming a deeply entrenched brandmark representing an electric current into a more modern, open and abstract symbol.

The project gave BWSC a new sense of itself and its place in the world, all put into words that everyone could understand and act on. It provided a visual identity that celebrated BWSC’s storied history, while also communicating the ideas behind the company’s new direction and winning spirit. The project was executed quickly and efficiently, keeping financial and time burdens to a minimum.