Energy captured in movement, brand and behaviour
Axpo was in need of a brand refresh. After reviewing the brief and supporting documents it was clear they needed a brand new visual language. It was brave to present something completely new instead of an update. But it worked.
The concept: A brand that is alive, that is constantly moving and evolving. Full of energy. Filled with colour, bringing emotion, vibrancy, and personality to the brand, this is a brand that feels. The power lies in the X. It expresses and releases a sense of energy. It‘s powerful and bold. Every impulse it gives brings a sense of inspiration which brings your employees and customers closer to the brand.
The answer:
Energy X can compete globally, it’s ready for a digital, ever-changing world and can adapt, evolve and connect. Connect to your employees, partners and customers through colours and movement, leaving them with a sense of inspiration and aspiration.Energy X tells a fresh, distinctive and clever brand story, it will grow and evolve with Axpo into a bright, colourful and energetic future.
Technical Foundation
A soft neutral palette brings a feminine touch to the brand. A complimentary contrast to the bright colours of the branding. A soft, welcoming, and positive feeling is portrayed. Colours are inspired by the various energy sources from Axpo. Using shapes taken from the logo, we create a distinctive Axpo visual language. A vibrant graphic style that with or without the logo, still visually represents the Axpo brand. The graphic elements can be applied in a free and dynamic way to strengthen the layout.
Agency: Rosarot
