Core Electric Cooperative
The Energy to Thrive™
Since 1938, Intermountain Rural Electric Association (IREA) has powered homes and businesses across a vast 5,000-square-mile region south of Denver. Serving over 165,000 member-customers, it grew to become Colorado’s largest electric distribution cooperative and one of the biggest in the nation. But a brand dating back to the 1930s felt more like a relic than a reflection of its forward momentum. Bluebird partnered with IREA/CORE’s leadership, board, and community to re-energize the brand with a bold, modern identity, a fresh website, and a dynamic new tagline: The Energy to Thrive™.
The Challenge
Since 1938, IREA has delivered reliable, affordable power across 5,000 square miles in central Colorado, growing to serve over 165,000 members as the state’s largest electric distribution cooperative. However, the IREA name and logo, unchanged since its rural-focused beginnings, no longer reflected the organization’s expanded mission or reach. Bluebird tackled the challenge of modernizing IREA’s outdated identity, leading a rebranding effort that introduced a new name, logo, tagline, visual communication system, and online presence, positioning CORE for a brighter future.
Deliverables
Brand Strategy
Naming
Key Messaging
Tagline Development
Logo Development
Visual Communications System
Brand Standards
Signage Package
Vehicle Graphics Kit
Web Development
Launch Strategy
Video Production
Name Development
Naming is a cornerstone of brand development and it establishes the first impression and sets the tone for how a brand is perceived. A strong, memorable name conveys the brand’s essence, values, and purpose while creating an emotional connection with the intended audience. It differentiates the brand in a crowded market, enhances recall, and serves as a foundation for storytelling and identity. The right name can build trust, drive engagement, and significantly influence a brand’s long-term success.
Vehicle Graphics
Vehicle graphics can help to establish a professional and cohesive brand image. By incorporating logos, slogans, and other branding elements into the design, an organization can create a consistent and recognizable look across all of its vehicles. Bluebird worked closely with CORE to develop a structured system for each type of vehicle within a fleet of more than fifty cars, trucks and service vehicles.
The Results
CORE Electric Cooperative’s brand refresh delivered a strong ROI, enhancing member trust, engagement, and satisfaction. The updated identity boosted recognition, streamlined communication, and reinforced CORE’s commitment to reliable, affordable energy. Increased partnerships strengthened community ties, while operational efficiencies improved. The rebrand proved a strategic investment, driving loyalty and long-term member participation.
