An Exelon Company
About InfraSource
an Exelon Company
Integrating 14 Acquisitions into a National Market Leader |
$650M Investment, $1.3B Acquisition by Quanta
Industry: Infrastructure & Construction Services
Business Stage: Enterprise Expansion / Subsidiary of Exelon
Results
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Successfully developed and launched a new corporate brand integrating 14 acquired companies totaling $650M, achieving alignment across employees, customers, and stakeholders.
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Positive employee and customer feedback reinforced confidence in the integrated organization and brand identity.
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The consolidated, strategically branded InfraSource was acquired by Quanta for $1.3B, demonstrating the tangible market and financial value created through brand and marketing execution.
Challenge
Exelon Infrastructure Services (EIS) acquired 14 infrastructure services companies during energy deregulation to build an end-to-end client solution.
Each company brought distinct expertise, client relationships, and market credibility. The challenge was to integrate these diverse businesses into a cohesive corporate brand, while preserving each unit’s value proposition, equity, and specialized services.
Some clients were hesitant to engage with a subsidiary of Exelon directly, creating a need to rename and rebrand the division as InfraSource, while leveraging the parent company’s reputation.
At the same time, executive-led go-to-market planning and marketing execution were essential to educate the market, capture growth opportunities, and align all stakeholders.
All brand and marketing strategies required board and executive approval, reflecting the scale, complexity, and governance of the initiative.
Solution
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Conducted executive and staff interviews, market research, and competitive audits to define future-state brand and positioning.
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Developed a global brand identity, architecture, standards, and messaging framework, paired with a comprehensive launch campaign.
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Multi-channel marketing (tradeshows, website, sales support, PR, and product campaigns) engaged customers, suppliers, and employees nationwide.
Brand Identity & Governance
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The InfraSource visual identity and brand standards were designed to reflect the company’s unique DNA: operational excellence, innovation, and trusted client partnerships.
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Each element — from typography to symbol design — communicates the enterprise’s values and mission while providing a clear, consistent framework for all 7,000 employees and national operations.
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These guidelines ensure that every subsidiary, acquired business, and local office aligns with the parent brand while retaining individual market distinctions.
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Provided ongoing CEO and executive support on messaging, internal communications, and media relations to ensure a consistent brand narrative across all divisions.
Distinguishing Insight
InfraSource demonstrates how brand strategy becomes enterprise value.
By architecting a vertically integrated portfolio of 14 acquisitions into a cohesive national organization — while preserving specialized expertise and leveraging Exelon’s endorsement — the brand became the unifying system for growth, trust, and operational alignment across 7,000 employees.
The brand strategy was a board-approved strategic platform that enabled market acceptance, national consistency, and scalable value creation —
culminating in acquisition by Quanta Services for $1.3B.
