The Swiss high voltage grid is one of the country’s critical infrastructure. The fault tolerance is close to zero. However, Europe’s energy system is changing massively and the demand for electricity continues to increase. In this situation, Swissgrid, the owner and operator of the national extra-high voltage grid, uses its 2022 strategy to lay the foundation for the future of electricity in Switzerland. This increases the demand for communication and public relations.
Swissgrid anticipates the growing demands on communication with a sharper brand positioning. Scholtysik & Partner supports Swissgrid in sharpening their brand identity, anchoring the brands strategy within the company and designing and integrating the corporate image.
Active dialogue and variable design
Clear, adaptable and quick to the point. This is how Swissgrid communicates and that’s the way their identity should feel like. Therefore we developed a highly variable system of a few powerful elements: a constantly changing, yet always self-similar composition of the familiar logo, powerful typography and the striking “Powerbar”, an adaptive and – wherever possible – animated color stripe.
Clear language, factual loyalty and the willingness to engage in dialogue
Clear communication enables a fact-based dialogue with professionals, politicians and the public. The form follows the content. Clear layouts, straight lines, high contrasts. The brand typeface – Trade Gothic Next – signals direct, pragmatic communication without any ado. The illustration style and icons also convey this attitude in an understandable and precise design language.
How to address different user groups individually
Swissgrid uses all channels to fulfill its information task and does not abandon printed or spatial communication. However, the increasingly central role is played by their website. We therefore redesigned it completely. Extensive information can be composed entirely modular into rich and individually visualized content. The different users are addressed specifically. The most important user groups are highly specialized professionals on the one hand and interested non-professionals on the other.
For the latter, major theme dossiers promote an understanding of Swissgrid’s complex field of activity. The former can access their technical information directly via search or navigation. A novelty is the interactive map function based on GEO data. It offers anyone interested a realistic representation of lines and network projects.
The anchoring of strategy and brand
We’re supporting the internal implementation closely and for a long time. A broad set of measures deepens the strategy and positioning with employees. Swissgrid’s daily actions, determine to a great extent how Swissgrid is perceived by the public and by partners.
How to make complex things vivid
Electricity is invisible and remains puzzling to many people. We counter this with maximum clear and understandable visualizations. In doing so, Swissgrid neither falls into naïve-childlike nor elitist-abstract modes of illustration, but always maintains empathetic professionalism.
Dynamic, lifelike pictures
The structures required to overcome the transmission network and their topographical conditions are impressive. This is expressed in imposing pictures by the well-known Swiss photographer Tom Haller. They enrich Swissgrid’s communication and illustrate their challenging mission.
The architecture emphasizes the self-image
A functional design language with a strong charisma reflects the attitude of the Swissgrid brand. The move into their striking new headquarters underscores the ambitions of their brand management and releases internal energies. There, the important role of Swissgrid in our country becomes visible.
Adequate motion design
Cinematic techniques and computer animation consistently continue the linguistic and visual appearance. Swissgrid uses their movement to convey abstract, complex or invisible processes and contexts in a memorable way.
Brand analysis | Brand positioning | Brand strategy | Brand promise | Brand personality | Code of conduct | Design assessment | Logo redesign | Corporate design | Corporate language | Corporate sound | Online CI/CD guidelines | UX and Interface design | Motion design | Printed publications and collateral | Exhibition design | Fairs | Implementation | Launch.
Pictures: Scholtysik & Partner, Tom Haller, Uwe Spoering