Union Electric Company, a long-established St. Louis–based utility, merged with an Illinois counterpart, creating the opportunity for a new name and a unified brand identity. Through an extensive mark-making process, we developed a symbol for Ameren inspired by the sun rising over the Midwestern landscape, punctuated by an energy spark. Working closely with senior leadership, I helped deliver solutions that resonated on both sides of the river. A comprehensive rollout strategy was then developed and executed across all media, including print, digital, vehicles, and signage. This marked has lived on for almost 30 years.
