In transforming their B2B materials, the goal was to create a visual representation that dynamically reflected the brand’s values and their ambition to collaborate with companies in the energy sector. Previously, their B2B communications were perceived as too stoic and did not effectively convey their brand’s playful and innovative essence, which was evident in their consumer-facing and out-of-home (OOH) designs.
After exploring a range of design approaches—from bold, eye-catching graphics to more conservative styles—the client opted for a solution that featured their products in a playful and engaging manner. I developed a visual system that included:
Playful Patterns
Designed to complement the showcased products, these patterns incorporated elements from their icon system and UX design, adding a layer of creativity and visual interest.
Dynamic Type System
A type system that was both scan-able and lively, enhancing readability while reflecting the brand’s energetic and innovative spirit.
This approach aimed to bridge the gap between their traditionally stoic B2B communications and their more vibrant consumer-facing identity, resulting in materials that better aligned with their brand values and engaged potential partners more effectively.
The new B2B materials successfully integrated the brand’s playful and dynamic character into their business communications. By incorporating engaging patterns and a vibrant type system, the visuals now better reflect the company’s values and foster a more appealing image to potential partners in the energy sector.
