SwitchedOn is a newly produced online publication by the crew from RenewEconomy, who have been tracking the green energy transition for more than a decade, and supported by Boundless Earth, an independent philanthropic initiative helping Australia become a global force in a decarbonised world. Their core mission is to demystify the intricate landscape of the energy transition, simplifying the often overwhelming and intimidating information surrounding this topic.
As a new company, SwitchedOn needed a brand identity that would position them as an established source of information in the industry, while appealing to their target audience. As the sole brand designer of this project, I helped SwitchedOn establish a strong strategy and cohesive visual identity, and designed and built their fully responsive beta platform on Webflow.
The SwitchedOn brand was a challenging one to develop. On one hand, being new in the industry, it needed to convey a sense of legitimacy and trustworthiness. On the other hand, the target demographic being Millennials and GenZ, it needed to have a more youthful and energetic tone in order to appeal to that audience. The brand also needed to evoke a sense of informed urgency and inspire action, reflecting the urgency of the climate crisis and the importance of the energy transition.
I wanted to create a simple and modern identity that would strike the perfect balance between these contrasting elements; it had to be original and memorable enough to rapidly capture the audience's attention.
After running some workshops and helping my client gain a clearer idea of the strategic direction of the brand, together we determined that the brand had to be perceived as:
Offering well-researched insights on the industry.
Cultivating curiosity about the energy transition.
Empowering readers with knowledge and motivating action through inspiration.
Instilling enthusiasm for a sustainable future.
Encouraging active engagement in the transition.
Establishing credibility and trustworthiness.
I then started crafting the visual identity. I explored logo ideas that were on theme with the brand, combining elements that related to the strategy to create a unique and simple logo. I also explored different colour palettes, using colour theory to help guide my explorations; I wanted to combine a darker colour with a brighter more vibrant one to create that balance between the contrasting notions of legitimacy and trustworthiness Vs youthfulness and energy.
The SwitchedOn logomark came by merging together a few different key elements that speak to its mission as a disruptor in the industry.
This speaks to the idea of SwitchedOn being a digital online publication that helps educate its audience about the path towards electrification; switching it on.
SwitchedOn aims to untangle myths and assumptions around a subject that can seem quite overwhelming and packed with complicated facts and information.
This represents the sustainability element: this reflects quite literally the industry SwitchedOn speaks to.
This reflects once again the online part of the brand, as well as the idea that this is a global issue, that requires everywhere around the world to electrify their houses.
One of the unique characteristics of the bird is that out of the entire animal kingdom, the bird is the one with the most acute vision. They are able to see colours much brighter than any other animal, and are able to see extremely far into the distance, as well as having a “birds eye view” of what is beneath them.
The colour palette was carefully chosen to convey a multifaceted image - one that combines trustworthiness, professionalism, a youthful energy, and a commitment to innovation. The palette aims to help the brand resonate with the target audience, while staying true to the core values and goals of the brand.
The use of dark blue represents trust and professionalism. It conveys a sense of reliability and dependability, which are important qualities for the brand. This establishes SwitchedOn as a trustworthy and established source of information.
Yellow was chosen to bring a youthful and energetic aspect to the brand. Yellow is often associated with enthusiasm and creativity, which can be appealing to a younger audience. It also relates to electricity and the idea of illumination, tying in with the concept of generating ideas and innovation.
This colour compliments the two primary colours effectively. It brings feelings of peace and softness, balancing the energy of the yellow and the professionalism of the blue. It adds a sense of approachability and warmth to the brand, while maintaining an element of trustworthiness.
As a result of this project, I delivered to the client a full visual identity, brand guide, business card design and fully responsive Webflow website, using the full capabilities of the built-in CMS to manage and publish articles on the website. The website was designed and built following UX principles to ensure an intuitive, engaging and seamless user experience and to effectively communicates the mission of simplifying the energy transition for millennials and early Gen Z.
I first established a user journey to ensure that the presented content flowed logically, guiding users through the complex topic of the energy transition with ease. In terms of content. SwitchedOn wanted to prioritise easy access to various forms of media, including articles, podcasts, and interactive stories. This diversity of content enriches the user experience and caters to different user preferences. I made sure the website was optimised for all devices and screen sizes, ensuring a consistent and visually pleasing experience whether accessed on a desktop, tablet, or mobile device.
