In only three years, Alcanzia, a next-generation electric utility, has become a top Spanish corporation in terms of purchasing volume and growth. 2017 is a critical year for the company due to the major challenges in the area of electricity deregulation, which has led it to consider the need for rebranding in order to transform its corporate identity into a key tool for reaching its business goals.
The branding project needed to be based on the strategic pillars of an honest, timeless, and appealing brand that provides useful products with attention to detail. We began to explore creative alternatives and inspirations, and came across the German industrial designer Dieter Rams, director of design at BRAUN, who changed the company’s trajectory and played a key role in the rationalist design movement based on the “less, but executed better” concept.
Beyond the underlying infrastructure, an electric utility helps us connect and interact with what matters most to us through a simple action: pressing a button or swiping a virtual switch. When you come across an element like this — so simple and commonplace that it can be found in every home and on all devices — you have a clear source of visual inspiration.
To maintain a connection with the previous identity, the blue colour range was kept and the typeface was updated to reinforce the message of approachability. This message was further implemented through the creation of several graphic and audiovisual pieces for internal and external audiences by highlighting a visual language based on illustration and unique iconography.