AltaGas
Info
Brand refresh and design system for AltaGas, unifying its master brand with subsidiaries Washington Gas, WGL, and SEMCO Energy.
Year
2025
Client
AltaGas Ltd.
Services
Brand refresh · Design system · Sub-brand architecture
Live site
the design process
Challenge
AltaGas was moving from a B2B focus to a wider public audience, but the visual system was not ready for that scale — assets lived in scattered files, and every new piece was built from scratch. At the same time, four acquired companies — Washington Gas, WGL, SEMCO Energy, and Petrogas — each kept their own visual habits, with no clear rules connecting them to the parent brand.
Insight
The real problem was not the look — it was the missing infrastructure. One strong logo cannot hold a multi-brand company together. AltaGas needed a shared system: common tokens and templates at the center, and clear rules for how much independence each subsidiary keeps. Consistency had to come from structure, not from manual control.
Answer
I built a complete graphic asset library and style guide in Figma — typography, colour tokens, illustration components, and reusable templates covering 10+ channels, from social media to executive presentations. On the architecture side, I defined how Washington Gas, WGL, and SEMCO Energy connect to the AltaGas master brand: shared structural elements, separate local identities — so each company stays recognizable in its own market while clearly belonging to one family.
the design process
Outcome
Production time down 30% — templates instead of one-off files. Off-brand usage down 35% across teams. One system serving the master brand and three utility sub-brands, shipped across 10+ channels for audiences of 50,000+.
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