Liberalization and digitization are changing the energy sector. New, intelligent ways of using energy are emerging, but also new providers and a complexity of offers and possibilities. In order to adequately meet these challenges, Jung von Matt/Brand Identity provided CKW with strategic and creative advice on the alignment of its brand.
The previous offerings of CKW, CKW Conex and CKW Fiber Services have been merged under the CKW brand. In this way, CKW is bundling its brand management strengths and can distinguish itself in a highly competitive environment with a strong brand. The newly defined positioning of CKW was summarized in the brand promise "We make energy simple". Simplicity is an expression of CKW's consistent customer orientation. By combining the offerings, customers and partners are given simple and intuitively understandable access to the modern possibilities for using energy and infrastructure.
"With the reorganization of the brand, we can reduce complexity and create synergies. Access to our intelligent and integrated energy services will be simpler, faster and come from a single source. The new brand identity thus supports our positioning as one of the leading national providers and makes our strategy of consistent customer orientation tangible," explains Felix Graf, CEO of CKW.
With the realignment, the brand identity was also completely revised and expresses the transformation process from a regional electricity producer to a modern technology group. With the reduced but concise logo, a comprehensible design language and a clear color and visual language, CKW's visual identity is all about the new identity: inspiring, simple and clear.
Jung von Matt/Next implements a responsive Website and has created a modern communication platform from the three previously different websites, which places customer orientation at the center. Thanks to an interactive topic finder, customers can find the information they are looking for in just 3 clicks or find inspiration for CKW's wide range of offers. Ease of use and a wide range of contact options round off application orientation. A multi-stage requirements analysis (qualitative/quantitative) preceded the conception, layout and realization.
Johnny Burn as "brand ambassador" at HopOn event In order to present the new CKW to the public, Jung von Matt/Public Relations and JvM/Brand Identity designed a launch event in Lucerne that attracted a large audience.
With 50 vehicles, CKW has the largest e-mobility fleet in Switzerland. On June 28, CKW employees and management drove passers-by through the city in electric cars free of charge. As a little extra, Lucerne comedian Johnny Burn also drove through Lucerne on behalf of CKW.
"The HopOn event offers the ideal opportunity to bring our brand to life and at the same time put our topics of sustainability and electromobility on the agenda. At the same time, we can present ourselves as a future-oriented and customer-oriented company," says Patricia Walter, Head of Marketing, Communications & Branding at CKW.
Accompanying communication measures were radio spots and print ads in the local media in the run-up to the event and a broad-based online campaign afterwards.
Responsible at CKW: Thomas Merz: Head of Private and Business Clients Patricia Walter: Head of Marketing, Communication & Branding. Responsible at Jung von Matt/brand identity (Zurich): Kathrin Fach (Head of Creation) ; Philipp Schär, Steivan Pitsch, Jawad Zein (Strategy & Consulting); Thomas Deigendesch (Overall Responsibility). Responsible at Jung von Matt/Next : Jan Rohleder (Consulting) . Responsible at Jung von Matt/Public Relations: Daniela Chiani (Conception & Consulting).Responsible at Jung von Matt/Impact:Benjamin Herz (Online Campaign).Responsible at Jung von Matt/Play: Michael Kindermann (Consulting & Implementation Film).