Cascade Natural Gas Corp

One of the largest natural gas corporations in the nation seeks to turn the northwest into a green energy hub.

Advertisement campaigns built around helping northwestern families get free green energy appliances and insulation. CNGC wanted a new approach, different from infomercials but something relatable, silly and helps carry their brand toward a better green future.

Cascade Natural Gas Corp’s Human Branding Framework

Origins

Cascade was founded in 1953 to bring clean, affordable natural gas to the Pacific Northwest communities that larger utilities had passed over. That commitment to the smaller towns still defines who they serve today.
Axis

Cascade sits between everyday comfort and long-term responsibility, helping homeowners use less energy without giving up the warmth they rely on. Efficiency is the bridge that makes both possible.
Beliefs & Behaviors

Saving energy should be within reach for every household, not just those who can afford the upfront cost. Being a good steward of the environment and providing reasonably priced service go hand in hand.

Cascade funds cash rebates on high-efficiency furnaces, water heaters, fireplace inserts, and windows to lower the cost barrier for upgrades. They also connect homeowners with qualified local contractors and partner with weatherization agencies to reach income-qualified households.
Signals

A steady, neighborly voice that explains things plainly and treats rebates as a helping hand rather than a sales pitch. The visual world reflects the Washington homes, small towns, and changing seasons that make up their service area. Their logo, a quiet hearth flame.
Outsiders

Cascade isn’t built for the dense metro markets or the customer looking for flashy energy trends. It’s for practical homeowners in the communities along their 32,000 square mile territory who want comfort they can count on.
Future

Cascade is working toward a region where efficient homes are the norm and families spend less to stay warm. Every rebate claimed moves them closer to meeting today’s needs without compromising the next generation’s.

Project Breakdown

Cascade Natural Gas offers Washington homeowners rebates on high-efficiency upgrades, but many people never realize the savings are available to them. We partnered with their team on an advertising campaign that made energy efficiency feel approachable and put rebates front and center for homeowners across the state. Together we created a series of 20 creative ads along with two videos, one animated and one live action, each built to turn a practical message into something people would actually stop and notice.

Project Completed: September 2025
Client: Cascade Natrual Gas Corporation
Producers: Charlee Jade, Brandon O’Donoghue

Cascade Natural Gas Corp

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