ENEXON
Rebranding of the electrical wholesale network awarded at the Rebrand Global Award 2020
About ENEXON
Enexon (formerly Elektroskandia) is a network of electrical wholesalers belonging to the Würth Group. The total turnover of the Group is approximately EUR 13 billion per year. The companies belonging to the Group operate in various industries, including the distribution of electrical materials. Würth is a family company that has been operating since 1945 and has become a global market leader, constantly developing its potential.
Project Goals and Strategic Work
For the Enexon wholesale chain, we completed a project that included, among others, creating a name (formerly Elektroskandia), a graphic symbol, complete visual identification, implementing a website, and we designed a new concept for marking the interior of the warehouse and an external identification system. See what the brand looked like BEFORE THE CHANGES:
Name creation and brand mark
The diagnosis of the initial situation combined with an audit of the brand perception by Customers and Employees indicated the key features and values for the brand, which became the basis for building a new name. This is how Enexon was created – a name derived from Ene (from energy) and xon (a part of the name that gives dynamism, thinking about the future). We tested the name online in a selected group of the company’s contractors and among Employees.
Key Visual of the new brand
or visual style
The next step in the rebranding project was to create a unique visual style for the brand. We were inspired by industry-related electrical design schemes. We used them creatively – lines and impulse became the basis for the brand’s so-called KeyVisual elements.
Each of the business segments served received a unique message tailored to the target group – both verbal and visual. In our assumptions, the brand should send the same signals but differ in the details of the message. The design of the brand’s graphic symbol, according to the Client’s guidelines, should refer to the “old” shape of the Elektroskandia sign and refer to electricity.
The Brand Book
organizes thinking
about the logotype
We built a Brand Book to detail the logo usage, colors, and typography. For such a large entity with so many stakeholders, this was a very important step.
Electricity in everyday life or utility material projects
The process continued with the design of practically all media used in everyday work. We developed a full package of sales materials (for 3 main groups of recipients), prepared office signage designs and gift designs. Another important element was the development of the communication assumptions in social media (LinkedIn, YT, Facebook) together with the Enexon marketing department and the development of graphic designs used in advertising campaigns (Google Ads and FB Ads).
Empty Supplies Package for Everyday Use
In designing the collateral, it was important to maintain consistency – so that the new brand and its signals would be repeated often in contact with users, solidifying its message. Hence the use of “cut-out” photos and the duplication of the impulse shape.
Not-so-ordinary gadgets
and exhibition
Graphic elements used by Clients are meant to attract attention – in the Enexon rebranding we wanted them to be useful and a bit funny. In the calendar we made a verbal reference to the brand’s main slogan, according to which, thanks to working with Enexon, everything in electrical engineering becomes simple.
Marking of space
For Enexon we have also designed many forms of identification in space – both permanent and portable elements.
Animated card
Judge for yourself, but… we think it’s a beautiful example of combining the holidays with announcing a brand change.
Internal and external space marking
We conducted a site visit and dimensioning of 33 wholesale stores throughout Poland. Based on the information obtained and interviews with Salespeople and Customers, we developed a concept for a model wholesale store. Our implementation work included the execution of internal and external signage and the production and assembly of furniture.
Visualizations of the warehouse
Website design and implementation
In the construction of the website, we went through the classic process of mockups along with designing in accordance with the “mobile first” principle and implementation, taking into account the need to adapt to the requirements of positioning (SEO). Building the position of local wholesalers required the construction of 33 dedicated subpages. The implementation was handled by our technology company eFresh. See the effects on enexon.pl.
Consulting
and mockups for e-commerce
In the next stage of Rebranding we were invited to perform the consulting process and design a set of mobile and desktop views in Magento 2.0 technology for the extended eCommerce integrated with the Client’s ERPi PiM. The result of our work was full implementation documentation for the Estonian development studio.
Würth Group
about cooperation with us
Designing for such a large brand was quite a challenge. Thanks to the effective cooperation of the Client and Agency teams, the project was recognized in the prestigious, global competition Rebrand Global Award 2020. Thank you for the opportunity to implement such an exceptional project.
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