The name game

Once we had gathered all relevant data through a series of stakeholder sessions we began searching for a great name. Through a process of creative research and reflection we arrived at ‘PowerFlow’, a name that was memorable, protectable and impossible to misconstrue. We then worked with Carillion’s brand and product development teams, their in-house legal department and external trade mark specialists to protect the name. At the same time we began the hunt for a suitable domain name, as a strong ‘dot com’ would be essential to project the product globally – a process that the unique nature of ‘PowerFlow’ made considerably easier.

Confidence and credibility

Underground power cables are of course round in cross section. With this in mind we designed a symbol featuring concentric circles with the colour density strongest at the centre and lightest at the edge. This simple approach perfectly captured how these power cables kept heat and energy loss to a minimum. We then paired this with a bespoke wordmark to create a memorable logotype. To throw weight behind the fledgling brand and underscore its pedigree we made sure all communications featured the emphatic ‘Powered by Carillion’ strapline.

Finally, a global product required a comprehensive set of guidelines, so we brought together and detailed all the brand elements in a beautifully printed hardback book.

Let the power flow

One of the main advantages of PowerFlow is that it takes power delivery underground. The benefits are twofold. Firstly, electricity flows more freely through the cables, which reduces power loss and saves money. Secondly, it means an end to the visual blight of electricity pylons. Building on these advantages we created a stunning launch campaign based on the big idea of 'The most visible advance in power distribution the world will never see'.