Due to a change of direction in the brand strategy, BKW's old illustration style seemed too playful and childish. The new core values "entrepreneurial", "partnership-based" and "forward-looking" were to be made perceptible and the implementation more adult in order to meet the demands of the B2B market in particular.
Alignment with brand strategy
Through research into possible illustration styles, it quickly became clear to those involved that the form of depiction needed to become more naturalistic in order to achieve the desired effect. By breaking down the research, a style-building mood board was created, which also served as an aid in finding possible illustrators and as a briefing for the style.
In close collaboration with the illustrators Michael Stünzi and Daniel Röttele from Infographic.ch and BKW, the new illustration style was developed. Based on four test motifs, the categories and style-forming elements were defined and subsequently documented in the digital brand portal. In order to ensure the desired quality and necessary capacity for further motifs, a selected pool of illustrators was defined, which BKW can draw on in the future.
Responsible at BKW: Stephan Oberholzer (Head Corporate Brand Leadership), Roger Sommerhalder (Senior Corporate Brand Manager). Responsible at Solid Identities: Andy Lang (Creative Direction), Levin Bissig (Brand Designer). Responsible for Infographic.ch: Michael Stünzi, Daniel Röttele.