| Title | ELISA IDENTITY |
| Brand | ELISA |
| Product/Service | TELECOMMUNICATION & ICT |
| Category |
A09. 360 BRAND & IDENTITY EXPERIENCE |
|
Entrant Company
|
GROW Stockholm, SWEDEN
|
|
Advertising Agency
|
GROW Stockholm, SWEDEN
|
|
Production Company
|
UPPER FIRST Malmö, SWEDEN
|
Credits
| Malin Groop |
Grow |
Director Brand Development |
| Jonas Carlberg |
Grow |
Art Director |
| Niclas Engsäll |
Grow |
Creative Director |
| Susanna Kivisilta |
Grow |
Account Manager |
| Andreas Rosenlew |
Grow |
Managing Partner |
| Sami Haikonen |
Grow |
Digital Art Director |
| Mari Strömqvist |
Grow |
Producer |
Brief Explanation
Elisa is a moving brand in a moving world and hence the starting point for the work was to create a living identity that seamlessly acts across all touchpoints, yet dramatising and consolidating Elisa´s rich offer and culture into one, united identity. Creating an iconic brand signature and a vibrant, multidimensional brand language to allow both variation and coherency was one of the key challenges.
The single-minded objective was to communicate Elisa; a brand that breathes positivity and empowers moods, is more dynamic, progressive, multidimensional and inspiring than before – for further internationalisation.
The Brief
Elisa, Finland’s leading telecommunications, ICT and online service company and one of the most innovative, expansive actors in Europe, has through comprehensive acquiring and business development expanded its consumer and business offer to become one of the most versatile, full-service providers in both the Nordics and on a global scale.
To communicate this, and fully utilize its versatile offering, and high ambition, Elisa wanted to consolidate its brand architecture and visual identity for a more unified expression, while the different aspects and dimensions of the business are clearly differentiated.
How the final design was conceived
The heart of the identity consists of the new logotype, developed to become an iconic wordmark, as well as a versatile three-dimensional identifying shape, enabling a dynamic play of colour, light, movement and sound.
After having explored close to 60 wordmarks, a handwritten route was chosen and developed further. The identifying shape evolved from sketches testing and fusing different liquids, textures and colours. Four different 3D programs were used; an illustrator program to create the base, a simulation program to merge the liquids, a ligthing program to build depth into texture and last a motion program to combine all elements.
Indication of how successful the outcome was in the market
The new Elisa identity has been the broadest and most visible brand identity relaunch in Finland during 2014.
The new identity and brand relaunch campaign received wide positive press coverage and e.g. over 500.000 views on YouTube during the first two weeks.