Title | ELECTRIC CITY |
Brand | INNOGY POLSKA |
Product/Service | INNOGY POLSKA |
Category |
G02. Typography |
Entrant
|
180HEARTBEATS+JUNG VON MATT Warsaw, POLAND
|
Idea Creation
|
180HEARTBEATS+JUNG VON MATT Warsaw, POLAND
|
Production
|
180HEARTBEATS+JUNG VON MATT Warsaw, POLAND
|
Credits
Mikołaj Sadowski |
180heartbeats + JUNG v MATT |
CHIEF CREATIVE OFFICER & PARTNER |
Bartłomiej Walczuk |
180heartbeats + JUNG v MATT |
Creative Director |
Bartosz Włodarczyk |
180heartbeats + JUNG v MATT |
Designer |
Mira Winter |
innogy Polska |
Marketing Director |
Małgorzata Nieciecka |
innogy Polska |
Marketing Specialist |
The Campaign
RWE Electric City is a project of an identification inspired by the basic product from both brands – electricity. RWE Display Regular is the basis for electrical identification. 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
Since all branding was derived from letters, we decided to create a font – RWE Display Regular. Its character immediately associated with the brand. With the created font we were able to operate faster with the branding, in any case, and that allowed the identification to adapt faster and to be used in a wide range before the rebranding from RWE to innogy became a reality.
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.