Ontario Electrical League

How do you build on a 100-year history and inspire the next generation?

The Ontario Electrical League (OEL) came to Humanity at a pivotal moment. With new leadership, and over 38,000 members across Ontario's electrical industry, OEL needed to modernize its brand, connect with younger members, and reaffirm its role as a leader and mentor for its community. The answer? A brand transformation rooted in Social Wellbeing.

Through focus groups, a wellbeing survey, and our proprietary Wellbeing Framework™, we uncovered a key insight: those in the industry often felt isolated, lacking mentorship and support to navigate the challenges of the industry. By focusing on Social Wellbeing—a sense of connection, mentorship, and community—we shaped a transformation that puts members at the heart of the brand.

The new identity balances OEL's legacy with a modern vision: a refined logo, an updated colour palette and typography, and a new photography library featuring real members in empowering portraits.

Humanity’s brand transformation with OEL has so far included:

• Brand Purpose

• Brand Strategy

• OEL Wellbeing Framework

• Communications Workshop

• Verbal Identity

• Visual Identity

• Brand Guidelines

• Marketing Materials

• Photography Library

The result? A bold, human-centered brand that strengthens OEL’s new positioning as a mentor, community builder, and catalyst for Social Wellbeing in the electrical industry.

The future of Ontario's electrical industry is bright—and OEL is ready to lead the way. Check out the full case study here.