PROJECT SUMMARY
Rethinking Energy. Advancing Tomorrow.
Rethinking Energy. Advancing Tomorrow.
SITUATION
Founded in 1923, Turtle began as a family-owned electrical distributor helping businesses adapt to a rapidly electrifying world.
A century later, the company has grown into an international enterprise with more than 800 employees across North America.
As fourth-generation leadership prepares Turtle for its next era, the brand needed to honor its legacy while signaling a more modern, ambitious future.
Turtle was preparing to launch a new strategic growth platform designed to create greater value for its customers and reaffirm its leadership in the industry.
The brand refresh needed to signal that shift: honoring a century of trust while presenting a more modern, confident, and future-focused Turtle.
In a competitive B2B market, the goal was to give the company a clearer voice, stronger presence, and a more compelling way to tell its story.
The identity centered on Turtle’s new brand mission: Rethinking Energy. Advancing Tomorrow.
The challenge was to reimagine a 100-year-old brand without losing the equity of Relay, the company’s original turtle mascot and a longstanding symbol of its heritage.
We evolved Relay into a more dimensional, energetic, and future-facing mark, retaining the recognizable turtle form while giving the brand a stronger, more contemporary presence.
The new identity is being applied across customer touchpoints, digital communications, branded materials, and Turtle’s new corporate headquarters, creating a unified expression for the company’s next century.
The challenges of capturing the story of a 100-year-old family business that has navigated the challenges of a century of innovation is not easy. Our people are passionate about their legacy. Pencil Worx designed an elegant and compelling brand that will ride the wave of the next century.
Jayne Millard
Executive Chairman of the Board
Executive Chairman of the Board
Contact us at info@pencilworx.com