Energy CX's Rebrand Is a Story About Succession

Energy CX, the company that helps businesses manage energy like a financial asset, has rebranded. The company recently unveiled a new website that aligns its visual identity with its tech-forward approach to energy procurement while honoring its legacy. 

Founded in 2010 by Ellen Rice and her husband, Energy CX has grown from a family business to an over 150 person operation focused on delivering better results with  math-based trading methodologies. 

The Platform Carries the Family Name Forward

After taking over in 2016, the Rice children and their team set out to build a Platform that would centralize energy procurement. The Platform now provides customers with access to real-time market data and is a key resource in building better energy procurement strategies. Not wanting to lose sight of the family legacy, the Platform was dubbed ABEL™, after Abel Rice, patriarch of five generations of energy entrepreneurs. Naming the Platform after him ties the newest part of the business directly to the oldest part of it: a family that has been in the energy business for generations. 

The New Visual Identity Carries the Same Idea

The new visual identity wasn't built to look different for the sake of giving the brand a facelift. It was deliberately built around the same premise as naming the Platform, ABEL™, something inherited that keeps evolving. It keeps the parts that earned trust in the first place: Chicago roots, a family name, a reputation built one customer relationship at a time, while updating the parts that need to keep pace with how the business operates in this new age of volatility. 

Succession, Not Just Software

This is more than a software launch, it is a succession story. Ellen Rice and her husband built a company on relationships. Their children inherited that company and bet its future on a data-driven Platform, without changing the name on the door or straying from the foundation built on customer trust. Energy CX today manages more than 2 billion square feet of commercial real estate, work that started with two people building trust one account at a time. The rebrand is an attempt to make that continuity visible: the same family, a new generation, with a more tech-forward strategy that helps customers navigate the ever changing energy landscape.