ELECTRIC CITY

TitleELECTRIC CITY
BrandINNOGY POLSKA
Category B02. Promotional Item Design
Product/ServiceINNOGY POLSKA
Entrant 180HEARTBEATS+JUNG VON MATT Warsaw, POLAND
Idea Creation 180HEARTBEATS+JUNG VON MATT Warsaw, POLAND
Production 180HEARTBEATS+JUNG VON MATT Warsaw, POLAND
Credits
Name Company Position
Mikołaj Sadowski 180heartbeats + JUNG v MATT CHIEF CREATIVE OFFICER & PARTNER
Agata Tomaszewska 180heartbeats + JUNG v MATT Copywriter
Bartłomiej Walczuk 180heartbeats + JUNG v MATT Creative Director
Agnieszka Wójcik 180heartbeats + JUNG v MATT Account Executive
Marek Zawada 180heartbeats + JUNG v MATT Experiential Director
Łukasz Deoniziak 180heartbeats + JUNG v MATT Event Manager
Szymon Gregorczyk 180heartbeats + JUNG v MATT Technology Director
Bartosz Włodarczyk 180heartbeats + JUNG v MATT Designer
Mira Winter innogy Polska Marketing Director
Małgorzata Nieciecka innogy Polska Marketing Specialist
Karolina Tyniec-Margańska innogy Polska Marketing Specialist
Damian Piwowarczyk innogy Polska Marketing Specialist

The Campaign

Keeping the rebranding in the back of our minds, we created recognizable branding that came straight from brand roots - electricity. Using circuitry diagrams, a new visual narrative was born. As it is purely about the brand values we kept the RWE identity, but at the same time we introduced the illustrations, look & feel closer to Innogy branding.

Creative Execution

To support the summer activations and easily create content we've created font and set of illustrations made of electricity. We also decided to make new neons for Warsaw (as they're part of its history, and almost all of old neons were destroyed during the WWII), highlighting Warsaw Mermaid (as an icon of Vistula River) and the Palace of Culture and Science - as the most recognizable building of Warsaw. Simplicity of the designs allowed us to transform electric visuals into real, lighting pieces of art. They can now be found in Warsaw Neon Museum, which is sponsored by RWE / Innogy and are exhibited nationwide.

Indication of how successful the outcome was in the market

Knowing that the branding is time-limited we created something eye-cathing that smoothed the transition between the brands. Our neons we're widely shared around social media, and on stayed as a part of city history.

RWE was contributing to cities and its customers so it was important to create something more cultural rather than associated with the brand before RWE turned into Innogy. As our target group was very wide (from teenagers to elderly people) we needed to stay neutral in our approach.