SOURCE: McMillan


September 23, 2015 15:03 ET

McMillan Helps Craft Brand Refresh for Global Energy Management and Automation Giant Schneider Electric

SAN FRANCISCO, CA--(Marketwired - Sep 23, 2015) - On September 16, 2015, Schneider Electric, the global specialist in energy management and automation, began rolling out a significant brand refresh created in collaboration with its marketing partners including McMillan, a B2B creative agency.

Schneider Electric, a company that has seen revenues more than double to US$30 billion over the past decade, turned to McMillan to address how this new statement of purpose could be articulated through an easy-to-apply design system.

The new company tagline, "Life is On," reflects the company's aspiration to provide the technologies that will ensure that life is on everywhere, for everyone and at every moment. The line has been used in consumer-facing advertising for the past year and now will apply to all Schneider Electric communications moving forward. To bring this concept to life, the new system replaces multiple greens and multiple secondary colours with one vibrant "Life Green." From digital sites to advertising to collateral, a continuous green line blends with active, human-focused photography to convey that Schneider's solutions are making a positive contribution to the world in which we live.

"When handed a rebrand, there is always the desire to start from scratch," admits Gordon McMillan, Chief Creative Officer at McMillan, "but when we looked at this assignment, we realized this was the only 'green' company among the major energy management company players -- that green was so positively associated with the efficiency and sustainability benefits of working with Schneider that our real assignment was not to create something radically new, but rather to create something radically simple and effective."

"McMillan didn't break what didn't need fixing but instead focused on bringing a new energy to the brand," commented Chris Leong, Schneider's Chief Marketing Officer. "This is an exciting place to work with exciting technologies that are making energy more available and more sustainable."

The new brand system, which can be seen at, was officially unveiled in Hong Kong on September 16, 2015, and is being rolled out in the coming months throughout all major global markets.

Contact Information

  • Contact information:
    Gordon McMillan
    CEO and Chief Creative Officer
    (613) 789-1234 x225