[SYD22]

Key Dates

24 Feb 2022 -Launch Deadline
26 May 2022 -Standard
18 Aug 2022 -Extended Deadline
23 Aug 2022 -Judging
08 Sep 2022 -Winners Announced
24 Oct 2022 -presentation
Tuesday, 02 December 2025 22:30 local time

Transgrid

Transgrid / Principals | Graphic Design - Identity and Branding - Corporate


 
Image Credit :



Project Commissioner

Transgrid

Project Creator

Principals

Project Overview

Beyond poles and wires – how we changed the face of electricity transmission to reflect people, power and possibilities.

Transgrid operates the electricity transmission system that energy suppliers depend on to power communities across the Eastern Seaboard, connecting generators, distributors and end-users. With rapid and fundamental changes happening in the energy system, Transgrid is in a unique position to build a better power system for Australians and lead the transition to a clean energy future.
The scale of the energy transformation Transgrid is driving is enormous. They needed a social licence to do this, with a dynamic brand focused on customers, communities and outcomes.
We helped Transgrid reset its brand to signal change, attract the best talent and energise its culture, all the while retaining the stature and trust of an organisation critical to keeping the lights on for more than three million homes and businesses.

Team

Moensie Rossier, Strategy Director Renee Stekel, Business Director Darren Swain, Design Director Simon Wright, Executive Creative Director Hamish Cargill, Director, Brand Language Agus Wijaya, Senior Designer & Motion Graphics Designer David Cunningham, Head of Production

Project Brief

Principals and in-house brand voice agency XXVI worked with Transgrid’s leadership team to develop a refreshed brand strategy, narrative, tagline and identity system.
We captured what was at the heart of an evolving organisation: resilience, innovation and progress – priming them for opportunities and challenges presented by a changing climate, population growth and technology innovation. We also helped them better articulate their values to be more action-oriented and meaningful.
It was particularly important to refresh the Transgrid identity at this time because they were also developing a new brand for its commercial arm of business services. The Lumea brand (which we also developed) had its own vibrant, innovative identity, and Transgrid couldn’t afford for the ‘mothership’ to look dowdy in contrast. Both brands were equally innovative and progressive.

Project Innovation/Need

This is a pivotal moment for Australia’s energy sector, as we transition from traditional energy sources to renewable energy sources. This rebrand positioned Transgrid to play a leading role in enabling the shift. The new brand conveys an organisation that is powering progress, summed up in the endline created by Principals’ voice agency XXVI, ‘People. Power. Possibilities.’ More than a throwaway tagline, this mantra is proudly displayed on high visibility uniforms and hard hats, as well as annual reports.

Design Challenge

Building on a legacy of technical excellence and a future of innovation, the design is centred on a symbol that represents an axis of endless possibilities and transformation. Along with a contemporary wordmark, the flexible design system creates a dynamic brand with the right mix of humanity, technology and capability to drive the energy transition. The identity also works well as an animation, telling stories about innovation and progress. Its versatility talks to future proofing the grid, as well as flexibility. And, with rapid changes to how people worked during the pandemic, it’s the ideal vehicle to convey things like hybrid working.

Effectiveness

We achieved strong leadership and organisational buy-in to the brand. As a result, Transgrid continue to work with Principals on their employer brand and culture. The brand has become a point of pride for Transgrid’s people, who safely and reliably sustain power to consumers, businesses and essential service providers under difficult conditions.


Graphic Design - Identity and Branding - Corporate

This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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