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EC Electric and Power Systems West are two power solutions providers that keep essential infrastructure running across the Pacific Northwest. EC Electric delivers large-scale electrical contracting for commercial and industrial projects, while Power Systems West ensures businesses and critical facilities stay operational with reliable backup power solutions. Their work is precise, technical, and vital to the communities they serve. However, beyond the technical expertise, what truly sets them apart is a company culture rooted in respect, leadership, and trust.
Watson has worked with EC Electric and Power Systems West for over a decade. What started as a straightforward brand positioning project evolved into an ongoing collaboration that refined their visual identity, internal messaging, and external marketing strategies. As the companies grew, leadership recognized that their brand wasn’t just about how they were perceived by customers—it was about the experience of their employees, partners, and the larger business community. To remain competitive, they needed a brand that fully captured the expertise and reputation they had built over decades.
EC Electric and Power Systems West had strong reputations in their respective fields, but their branding and messaging lacked the clarity and emotional connection needed to differentiate them from competitors. While they had built relationships through high-quality work and reliability, they weren’t fully communicating the depth of their expertise or their commitment to industry leadership and innovation.
Watson conducted a full brand audit, competitive analysis, and stakeholder interviews to better understand the company’s strengths, challenges, and opportunities. What emerged was a clear picture of what made these companies unique. Beyond delivering complex electrical and power solutions, they had cultivated a culture of respect and accountability—something that was evident in their long-standing relationships with clients, their emphasis on safety and training, and the way their employees talked about their work.
The challenge was to translate this reputation into a brand presence that was as strong as the company itself. Watson worked closely with leadership to develop a messaging framework that balanced technical credibility with authenticity and approachability. The voice needed to be honest, direct, and engaging, reflecting both the precision of their work and the human side of their business.
One of the most defining aspects of this project was aligning EC Electric and Power Systems West under a shared philosophy of expertise, leadership, and trust. The “Expect It” campaign emerged as a way to articulate these values. Whether it was expertise, safety, innovation, or accountability, the message was simple: clients and employees alike could expect nothing less than the best.
This campaign wasn’t just about external messaging. It played a crucial role in strengthening internal culture. EC Electric and Power Systems West had grown rapidly, and like many companies in the skilled trades, they faced challenges in recruiting and retaining top talent. A clearly defined culture—one that employees could see, understand, and feel—became an essential tool for attracting the next generation of electricians, engineers, and technical specialists.
The campaign messaging extended across everything from employee onboarding materials to leadership communication, from digital content to in-person training. Employees saw themselves reflected in the brand, reinforcing the idea that they weren’t just working a job—they were part of a respected, high-performing team that valued their expertise.
The impact of this work was felt across every level of the organization. The refined brand strategy didn’t just improve EC Electric’s and Power Systems West’s visibility—it strengthened relationships, improved employee engagement, and positioned both companies as industry leaders.
Internally, the work helped unify employees under a clear, shared purpose, leading to increased morale and stronger retention rates. Externally, the new branding and digital presence made it easier for potential clients and partners to understand the scope of their expertise and trust in their ability to deliver.
For a company that powers everything from hospitals to data centers, branding isn’t just about looking good. It’s about ensuring that clients, employees, and partners know exactly what to expect. Expertise. Leadership. Trust. Expect it.
“Every day, our employees choose to be here. They choose to be part of this community, and that means something. Watson helped us define and communicate the culture we already had—one built on trust, respect, and expertise.”
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
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