Energy on the move.
Consistent, flexible and yet uncomplicated to use. The motion branding we developed for EWE is energetic and convincing on all levels.
EWE has successfully combined the business areas of energy, telecommunications and IT for many decades. By focusing on renewable energies, modern technologies and regional network expansion, the largest energy supplier in northern Germany remains innovative and yet rooted in the region.
EWE's new corporate design was developed by kleiner&bold. To illustrate the brand concept of "connected diversity" - the variety of services that EWE offers to connect its customers - the agency designed a graphic element that represents energy, data and people coming together and moving in unison: the glow.
As a design element, the glow combines both of the Group's core competencies: energy supply and communication. In motion branding, the glow becomes a light that is superimposed over large areas of images. This creates a dynamic appearance that enables a high degree of flexibility in application as well as variance in duration and speed.
In order to define the movement behavior of the brand in the various applications, we also derived the animation of the font and shapes from the glow as a central element.
Pre-produced animations are difficult to integrate into the day-to-day work of video producers. With interactive templates for all dynamic applications, title charts for commercials, belly bands for image films or social media applications can now be created in no time at all.
We attach particular importance to the consistent implementation of the corporate design. Nevertheless, we have developed our templates in such a way that all users can use them easily and have a high degree of creative freedom.
To allow even greater scope in the design, we have programmed an additional After Effects template for the animated background. This allows to change numerous parameters of the flowing Glow. This way, a variety of moods can be created without ever leaving the energetic EWE look.
For all future applications, we have summarized the principles of motion branding in practical, interactive motion guidelines.
The EWE motion branding in combination with the EWE audio branding creates a strong audiovisual identity that presents EWE as an emotional and innovative brand in all media.
