Tiko

Contributed by Hayley Mountford of Moving Brands.

Tiko is a leading connected home device — a smart grid system that connects to a user’s home electricity supply. Moving Brands worked with Tiko founders to bring clarity, consensus and purpose to this new business.

Connected home devices remain unchartered territory for many people. As one of the first of its kind in Europe, it was vital to communicate Tiko’s offer in a clear, compelling way. Tiko’s competitors in the energy sector were almost universally bland, with an identikit approach to brand and communications. Our aim was to create and position Tiko as the energy product consumers wanted to own.

Tiko identity sketches

To prioritise and clarify Tiko’s value, we asked stakeholders how they’d communicate the product to a seven year old — the range of responses was testament to the product’s complex, multi-layered proposition. In workshops with stakeholders, we helped to define the Tiko service proposition, clarify its users and create notional user journeys.

We named the service Tiko, defined the brand story as ‘Efficiency for good’ and created an identity system that both product owners — Swisscom and RePower — were excited to employ. The strong mark and graphic and illustration language help Tiko connect with users in a human way, and allow for a range of expression, both in the immediate launch phase and as the product progresses to meet longer term ambitions.

Tiko identity sketches

Tiko identity sketches

Tiko identity sketches

Tiko identity sketches

Tiko identity sketches

Tiko identity design

Tiko identity design

Tiko identity design

Tiko identity design

Tiko identity design

We identified and designed for the key moments in the customer journey — a constant voice from Tiko would reassure users that their data is safe, and demystify the process. We gave guidance on how to apply the system to the app interface, website and physical and digital stationery, and supported the Tiko team to create launch campaigns to educate and incentivise users.

With more than 5,000 people already participating, Tiko is the first active smart grid in Switzerland, and is one of the biggest smart grids in the world.

Tiko identity design

Tiko identity design

Tiko identity design

Tiko identity design

Tiko identity design

View more Moving Brands projects on Identity Designed.

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7 responses

  1. Awesome work, I love the use of circles forming a landscape. Does anyone know the program that could create such landscapes?

  2. I like the design, although I’m still not exactly sure how the product/service works. I really like the “how would you explain this to a 7-year-old” thinking, but I don’t see it transferred into the final design (I’ve only seen the website and video).

    For example, I happen to have a 7-year-old on hand (my son) and I showed him this part:

    “The installation of tiko will be done in your electrical panel. A control module (K-Box) will be installed for your heating system and boiler. It consists of an integrated meter and a switch. This switch communicates via your house’s existing electrical lines with the M-Box. Using an encrypted connection, the data is sent to the tiko platform independent of your current telecommunication provider.”

    He was pretty clueless apart from knowing it was something to do with electricity.

    I tend to steer clear of saying things like “Tiko’s competitors in the energy sector were almost universally bland” as it’s not very nice and also a matter of taste. It may well be true, so let people decide and notice the difference, which highlights a strong brand identity.

    I’d also be interested to know how the name came along as there’s no explanation.

  3. Hi Richard,

    Thank you for your comment. Lucky you for having a 7-year-old who’s willing to listen!

    The ‘how would you explain this to a 7-year-old’ thinking was an exercise used in one of the collaborative working sessions we held with stakeholders to prioritise different parts of the proposition.

    The name Tiko, which is easy to spell and pronounce, comes from the Finnish word for a small box (which is precisely what the ‘K-Box’ is). We looked to Finnish for inspiration because, as Switzerland has four official languages, we wanted something linguistically neutral.

  4. Hi Hayley,

    Thanks for taking the time to reply, it’s very good of you! And thank you for the extra information – it makes things a lot clearer.

    I only wish my son was more cooperative in other things!

    Thanks again and best wishes.

  5. Great brand identity Hayley!

    I really enjoyed reading the case study – and thanks for the additional meaning on where the word ‘Tiko’ came from.

    The guidelines are so clear – and love the explanation in designing illustrations. A junior designer or freelancer could easily pick these up and run with them – keeping everything consistent. I think it’s a perfect blend of form and function.

    I’m going to now use that question “how would you explain this to a 7-year-old” for my future client projects!

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