New name, new brand, new everything

Naming, communications strategy, and graphic identity services helped make this spinoff from Corix into Tribus a success.

Tribus Branded Environment - Wall graphic

Client need

A U.S. utility company spinoff created the need for…everything. The soon-to-be independent organization partnered with McDill for a company name and tagline; detailed brand positioning to engage customers and employees; and marketing strategy and collateral to drive the launch of the utility’s three major service areas.

McDill delivered

  • The new name, Tribus, builds on Latin “three” and, in a nod to electrical equipment, “bus.” It’s simple yet memorable, conveying strength and quality.
  • The Tribus logo is forward-thinking and technology-savvy. Fresh, modern colors, typography and inconography provide a cornerstone for all marketing materials.
  • Key messages helped sales teams reassure customers. Unique customer gifts and launch collateral kicked off the new brand.
  • Refreshed website and custom photography reinforced the brand and reach out to new audiences.
  • Employee swag, interior branding, and information packets to guide employee meetings helped reassure and excite employees about the company’s future.


Company naming, marketing strategy, branding, website development, environmental graphics, corporate communications, social media, photography, merchandise.