CARMEL, Ind., Dec. 11, 2012 /PRNewswire/ -- ACES Power Marketing announced today the completion of a rebranding initiative. Effective immediately, ACES Power Marketing is now "ACES". The rebranding effort also resulted in a new tagline, logo, and redesigned website (www.acespower.com). The rebranding project is a result of almost 14 years of continuous growth in geographical footprint, client base, and service offerings. ACES' new brand reflects its past successes and will better represent the company going forward.

"The term 'Power Marketing' was starting to prove limiting as ACES provides services in energy commodities beyond electricity," said ACES President and CEO, David Tudor. "Our Clients choose ACES because of our wide range of service offerings, consistent performance, and 'as agent' business model. Rebranding as ACES and the new tagline, 'excellence in energy', more accurately communicates who we are and the value of our services."

Earlier in the year, ACES engaged a branding consultant (Kristian Anderson + Associates) to aid the company's employee team in developing the new name, logo, and tagline. Pete Gall, KA+A's  Director of Brand & Content Strategy said, "We found in ACES a unique culture and business model that seemed to be looking for a way to appeal to a larger audience of clients in the future. We found that the energy markets already viewed them as 'ACES' and suggested that shortening the company's name, updating the logo, and adding a tagline would strengthen an already strong image."  

About ACES
ACES transacts several billion dollars annually on behalf of its Clients, who operate in nearly every wholesale electric market region of the US and have a collective portfolio of approximately 47,000 MW of both load and resources. Providing services "as agent," ACES represents its Clients in the marketplace, working to manage energy risk. Because ACES does not buy or sell energy on its own behalf, it avoids conflicts of interest and ensures consistent and complete alignment with the best interests of the organizations it serves.

About KA+A
KA+A is not an ad agency, a marketing company, a development shop, or a public relations firm. They are a strategic design consultancy – singularly focused on creating and aligning brands, products, and services for maximum value creation. They do this by delivering compelling brand experiences, developing new business models, innovating new products and services, and solving complex business challenges on behalf of their clients.  More information on KA+A can be found at www.kaplusa.com

Questions for ACES can be direct to John Sturm, Vice President of Corporate and Regulatory Affairs, at (317) 344 -7034 or johnst@acespower.com.

SOURCE ACES