Movement Marketing: The Duke Energy Project

Starting a POP Culture

The Project

We have recently had the good fortune to partner with Duke Energy on their up and coming Oar Campaign. The Oar Campaign is a vehicle that will drive the company’s SOS (See it, Own it, and Solve it) and PROS (Professional Responsive Operational Standards) initiative. Our designers struck out on a mission to create a display that would serve as a visual reminder of Duke Energy’s values to their team members.

The Design

We recognized that the design needed to lay the foundation for a movement within Duke Energy.  The SOS and PROS campaign is the building blocks that will promote a company culture that speaks loud and clear: At Duke Energy, we work take ownership of our goals, use critical thinking to create solutions, and we accomplish this through the refusal to settle for anything less than a high quality standard of operating.

Armed with a basic sketch from the Duke Energy team, we knew that we wanted to create artwork that would help Duke Energy make this culture mainstream, to help create a movement within the organization. Movement marketing creates identity- Who are we? What do we stand for?  This is ever-important for companies like Duke Energy, who will be relying on recruiting a skilled workforce to remain sustainable (Hello, Millennials!!). According to Harvard Business Review, employees (across all generations) want to feel as though they are having a positive impact on their organization and their community, work for an organization that is the best in the industry, and do work they are passionate about.

Taking this research into consideration, we set out to make this culture POP in a way that resonated with the Duke Energy team.

While it may at first appear to be as simple as a wall mural, projects like Oar are an integral part of building company culture through movement marketing, and creating brand trust from within. The mural is a form of communication that translates into THIS is who we are and THIS  is what we stand for.

In Duke Energy’s case, they are starting a movement from the inside out; and what better way to start a movement? When you are able to ignite passion in your team members and unite them with a common purpose, it will become obvious to everyone else and then THEY will join you in your cause and also become passionate about your purpose. Congratulations, you have effectively started a pop culture, created from your company’s vision and values, and driven by the passion of your employees and followers.

Are you ready to begin a movement from within your company?  Let’s get started!