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The making of North America’s largest construction firm serving the utility industry.

Centuri Case Study

The Journey Begins


After nearly 50 years of growth, NPL engaged Parker Madison to lead a journey of discover that ultimately re-framed the essence of brand.


Over the years, the NPL brand had become disjointed and misapplied by local and regional offices. It was time to pull in the reigns, speak with one voice, and communicate a singular brand vision for the company. The objective was not to change NPL, but to reframe it - allowing the true character of the organization to shine through. NPL has long-standing customer relationships, established core values and a focus on safety that has contributed to the company’s success.

The Challenge

The legacy brand did not align with the company's national standing. Further, the brand didn't express the expertise or scope that their clients demanded.

Legacy Logos

Founded in 1967 as Northern Pipeline, the company grew to have over 20 offices across the United States. Acquired by Southwest Gas Holdings, Inc in the 1990s, they earned a reputation as a nationwide leader in utility construction services.


Parker Madison set out to re-brand one of the nation's most respected energy construction services firms. In the process, we named, and established a brand architecture, for a newly established parent organization: Centuri Group.


This re-invigorated brand family tripled revenues over next four years.

New Logo

Utilizing the considerable brand equity, core values, and history of the company, Parker Madison re-imaged the brand - bringing relevance to customers, as well as business objectives. Central to this effort was the development of a sustainability framework that communicates the key facets of the organization's purpose.

In the middle of the NPL re-branding process, the company leadership approached Parker Madison to request that we name and brand a new holding company. This organizational restructuring became a critical piece of the company's growth strategy.

The Challenge

The NPL brand had market equity, but the holding company had none. Parker Madison was tasked with give a name, and more importantly, meaning to the entity - for both employees and customers.

A New Brand

The NPL brand had market equity, but the holding company had none. Parker Madison was tasked with give a name, and more importantly, meaning to the entity - for both employees and customers.

36 Nominations. 5 Finalists. 2700 votes.

The Challenge 

The winning charity - Bloom365

Like many not-for-profits, Bloom365 started as a passion project with it's identity derived from volunteers. As the organization's delivery methodology, funding model, and partner strategy has evolved, the original identity no longer embodied the true character of the group. 

A New Brand

How we arrived at a new brand and what it means for the organization

With the results of a culture survey in hand, it was determined that Bloom365 is best represented by the Magician archetype - supported by the Sage and Lover.


The Magician speaks to their mission of transformation, while Sage characterizes the educational aspect, and Lover, the advocacy piece. 

The Sweet Spot

What makes Bloom365 unique is their Presentative and Subscriptive approach. It's these characteristics that allows them to scale and reach today's generation.


The magic ensued from this point as the Parker Madison team created the new look and language that captured the organization's character and purpose. The outcome has meant a profound change in how Bloom365 is perceived by funders and supporters. Further, it has changed how Bloom365 thinks about itself and how it now looks as scaling.

"We are forever grateful to Parker Madison and the Uncommon Good program  - we can't thank them enough."        


—Donna Bartos

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