Borshoff assisted Indianapolis Power & Light with its first new branding initiative in nearly 30 years. Although IPL had been long considered a solid and reliable company, customer research revealed that IPL needed to update its image within the community. As part of the new branding, Borshoff created an updated version of the logo that capitalized on the equity of the existing logo, as well as IPL's position as an environmentally conscious, forward-thinking utility.