Loenbro: Five Companies, One Brand

The Challenge

Loenbro grew by acquiring Weifield Electric, Switch Electric, Revolution Industries, and Stewart Electric. Each company had its own name, reputation, and way of presenting itself. The result was a company that was stronger than ever, but that looked and sounded like several separate businesses. Loenbro needed one cohesive brand that customers would recognize as a single company and that employees from every acquired business could rally around.

The Approach: Start by Listening

Before any design work began, we conducted one-on-one interviews with 20 people across senior leadership, employees, and customers. The early findings were so valuable that leadership asked us to go further. The research grew to more than 200 conversations with employees and customers, giving us a clear picture of how Loenbro saw itself, how customers experienced it, and where the five legacy companies still thought and spoke differently.

We paired those conversations with a full audit of Loenbro’s presence, including its website, SEO, social media, and overall digital footprint, along with a competitive analysis of four competitors' messaging, creative, positioning, advertising, and websites.

Turning Research into Insight

Using affinity mapping, we grouped the interview and audit findings into themes. Working alongside Loenbro, we distilled those themes into core values that people across all five legacy companies could see themselves in, captured in one simple acronym:

We presented the findings and the LEAD values at Loenbro’s company-wide sales meeting, so the people representing Loenbro every day understood the direction of the brand and why it mattered.

The Solution

LEAD and the research behind it became the foundation for Loenbro’s new brand: a mission statement, brand voice, new identity and materials, and a complete brand guide to keep everything consistent.

All four acquired companies took on the Loenbro name. We refreshed the website to reflect the unified brand and are now bringing that identity to each Loenbro office. Today, Loenbro presents itself as one company, with shared values and one story told the same way on every job site, proposal, and screen.

What’s Next

The partnership continues with a full redesign of Loenbro.com in early 2027, built on the research and brand strategy that started it all.