Vistra Energy, a Fortune 500 company previously named Energy Future Holdings and TXU Corp., was preparing to emerge from bankruptcy under new leadership after eliminating and restructuring about $33 billion in debt.


Emergence was an opportunity to reach key audiences with a “new chapter” story under a new name, identity, CEO, and vision. We translated months of research into a new brand position and a fully integrated marketing and communication strategy that brought the new brand to life with messages and vehicles tailored for varied audiences, ranging from Wall Street to employees.


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