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Shaping Tomorrow's Energy

The Journey of Increasing Brand Value

Westinghouse Electric Company is in an unprecedented position. Amid a climate emergency, the legacy institution has the expertise and reputation to meet the world’s growing energy needs with a carbon-free solution: nuclear energy. As the global leader in nuclear technology and services, Westinghouse needed to overcome mistruths about nuclear and change the perceptions of key influencers and stakeholders.

Traditionally, Westinghouse’s external position was engineering-focused, rather than purpose- or mission-driven. As industry competition grew rapidly, Westinghouse had begun to lose its leadership position. They needed to educate the world on their role in nuclear power and its importance for our future. To re-establish their leadership position, increase brand value and become part of the climate solution conversations, Pipitone developed a dual strategy:


Shaping Tomorrow's Energy

Pipitone created Shaping Tomorrow’s Energy, a compelling messaging platform and dramatic visual brand that extends to every form of Westinghouse communication — internally and externally. This platform embraces both the mission-forward goal of equating nuclear energy with carbon-free goals and product-forward messaging that showcases innovative and digital-first solutions.

Truth of the Matter Video Series

The Year of Strategic Accomplishments

We redefined the Westinghouse brand, enhanced its digital presence and engaged its purpose. Redefining the brand included: Developing brand architecture, defining verticals, creating a new products roadmap, launching new brand positioning and a visual aesthetic that spanned both mission- and product-forward strategies.

Main Website


Brand Collateral – Thought Leadership Brochure

Mission Forward Ad Placement & Brand Book Cover

Brand Book Interior Spread

Product Forward Ad Placement


Westinghouse for a Carbon-Free Future

Through innovative products and services, and a commitment to Shaping Tomorrow’s Energy for a cleaner, brighter world, Westinghouse is positioned to support net-zero carbon emissions targets set by nations across the globe.

AP1000 Capabilities Video – Translated into several languages for worldwide distribution

NENE Poland Tradeshow

Powerful Results

Following Westinghouse’s rebranding efforts during the launch of westinghousenuclear.com, an analysis by nuclear energy specialists Bisconti Research revealed that public opinion of nuclear energy in the United States improved from 2020, when 53% of the public favored nuclear energy, to 2021, when 61% favored it.

This approach generated powerful awareness, with traffic on the Shaping Tomorrow’s Energy page up by 92% from the year before and up by 143% during the month after launch.

Pipitone Group 3933 Perrysville Avenue
Pittsburgh, PA 15214-1735


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