Cinnamon Toast supported London Hydro in refreshing its brand identity, shaping a modern visual expression of reliability, innovation, and community connection.

With 115 years of history, London Hydro was looking to evolve its brand while maintaining the trust and recognition it has built over generations. The goal was not to reinvent the organization, but to create a brand that feels as forward-looking as the people and services behind it.

The project began with stakeholder interviews that illuminated several key themes: balancing heritage with progress, preserving London Hydro’s longstanding reputation while embracing new technologies and ways of serving customers, and reinforcing the organization’s people-first culture.

Importantly, there was a shared belief that London Hydro’s greatest strength is its people. Any evolution of the brand needed to celebrate the employees who power the organization’s success and help keep the city connected.

Guided by these insights, Cinnamon Toast developed a refreshed visual identity that modernizes the London Hydro brand while retaining familiar elements.

The updated logo preserves the iconic lightning bolt, a recognizable symbol of the organization, while introducing a vibrant electric green palette that represents energy, innovation, and the spark that powers the city. The result is a visual identity that feels bold, contemporary, and approachable while remaining firmly rooted in trust and reliability.

Following the development of the new identity, Cinnamon Toast worked closely with London Hydro to extend the brand across a wide range of touchpoints. This included branded collateral, signage, digital assets, and an educational video designed to help residents better understand how electricity reaches their homes.

The team also developed creative for Canada Life Place, celebrating community pride through messaging that reinforces London Hydro’s role as a trusted local partner.