PUC unveils new 'look' and website refresh; commissioners split on priorities

Communications staff presented a proposed visual identity and website redesign at the March 22 PUC meeting intended to make the agency’s services clearer to the public and to align outreach with the new sustainability plan.

Communications Director Joo said the change is not a charter or name change but a visual treatment — examples included business cards, letterhead and volunteer emergency badges that read “San Francisco Water Power Sewer — services of the San Francisco Public Utilities Commission.” Staff emphasized this would be a low- or no-cost transition tied to routine reorders and the website overhaul and employee badge updates already in process.

The proposal drew mixed reactions. Some commissioners and members of the public said ratepayers would benefit from clearer identification of services on bills and communications; others questioned spending staff time on branding during tight fiscal conditions and suggested that outreach efforts might be a higher priority than new templates. A ratepayer, Joseph Cristiano, urged proceeding because the change would help customers understand what they pay for.

Staff said the rebranding work draws on investments already underway (website redesign, badge updates) and would phase in new materials over time, using existing stock until replacement was necessary.

Next steps: Staff will continue internal outreach and present the idea to MFAC (Municipal Fiscal Advisory Committee) and report back on how the visual identity fits into the broader communications strategy and cost-savings realized by producing business cards in-house.