ELECTRIC CITY

TitleELECTRIC CITY
BrandINNOGY POLSKA
Category G02. Typography
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
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.