Edf Design & Branding ENERGY MIX by Interbrand Group

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Industry Energy & Water Utilities
Media Design & Branding
Market France
Agency Interbrand Group
Executive Creative Director Andy Payne
Creative Director Helene Causse
Released May 2009

Credits & Description

Category: Large Scale Corporate Identity Schemes
Advertiser: EDF
Date of First Appearance: May 25 2009 12:00AM
Entrant Company: INTERBRAND, Paris, FRANCE
Ceo Europe: Jean-Baptiste Danet (Interbrand)
Executive Creative Director: Andy Payne (Interbrand)
Managing Director: Bertrand Chovet (Interbrand/Paris)
Creative Director: Helene Causse (Interbrand/Paris)
Strategy Director: Eryn Murphy (Interbrand/Paris)
Client Director: Stéphanie Fouchet (Interbrand/Paris)
Senior Designer: Odile Samson (Interbrand/Paris)
Media placement: Identity system - Internal and external roll_out France and Internationally - 25/05/2009

Describe the challenges and key objectives
EDF needed to communicate their competence as a comprehensive producer, distributer and innovator of energy products, in such a way that showed their open, flexible, real and optimistic personality. It was important to show that they had the ability to create understanding around the long term issues we face, and to facilitate and encourage the change we must all undertake together. While the objective was to communicate their unique positioning, the biggest challenge was to create a system that could flex for different market and country needs, all the while building a more consistent and unified image for the brand.

Describe the brief from the client
In an ever increasingly competitive and complex sector, the energy company EDF recognised the need to revitalise and consolidate their brand and its position as a leader in the European market place. They developed a new positioning, Leading the energy change (Changer l’énergie ensemble) but needed to bring this to life in a compelling, clear and differentiating way, and to give their people across the business the tools to deliver the brand message with consistency to their various audiences.

Describe how you arrived at the final design
Our first response was to understand and decode the question of leadership for EDF: how should they establish themselves as a credible leading brand, which would inspire the necessary change in energy consumption by setting the example? Getting people to understand energy and their role required connecting energy production to clear benefits. The design short-hand for this became 'duality' – the expression of a cause and effect relationship represented by a visual and verbal vocabulary of 'dual' picots, duo colour palette of blue and orange, and tone of voice that is optimistic yet direct.

Give some indication of how successful the outcome was in the market
The brand project for EDF has had the support of the whole business, and the new identity has been successfully adopted by all stakeholders as part of a wider commitment to ‘leading the energy change’. The system has already been adapted by EDF Energy for the UK market, and the rebranding of affiliates in Belgium, Hungary, Poland and Italy are underway. The speed of adoption has surpassed all expectations and has served as a catalyst for other major programs such as the Internet rebrand and editorial platform launch.