Electric Roundtable
Compounding Excellence
The Electric Roundtable is a premier network of independent electrical contractors who operate at the highest levels of the industry. While each member firm is independently owned and operated, they are unified by a common commitment to compounding excellence through shared data, rigorous peer review, and a collective drive to push the standards of their trade forward. This project focused on codifying that unique tension between individual mastery and collective strength into a cohesive brand identity and messaging platform.
STRATEGY
Position the Electric Roundtable (ERT) not just as a network of contractors, but as a disciplined system of excellence rooted in shared accountability and independent ownership. The brand strategy needed to bridge the gap between high-level operational rigor and the "soul" of independent work—creating a platform that resonates with project owners, general contractors, and the employees who build their careers within the network.
APPROACH
Drawing on the core concept of "Compounding Excellence," the brand platform was built on the idea that continuous, rigorous improvement creates compounding value over time. The visual identity, centered on the "Star Power" direction, was refined to symbolize the strength and energy of the collective while maintaining a professional, data-driven voice. The messaging was tailored to three distinct audiences:
OUTCOMES
Defined Brand Platform: Established the "Compounding Excellence" narrative and core values of discipline, progress, and collective rigor.
Revised Visual Identity: Developed a refined symbol and lockup ("Star Power") with comprehensive color studies and typography standards.
Audience-Specific Messaging: Created a messaging framework and sample expressions (e.g., "Independent Minds. Shared Standards. Common Character.") to ensure consistency across touchpoints.
Application Roadmap: Delivered sample applications for social media, website design, and branded swag to guide the market launch.
