We developed a core idea that would help Enel combine the strength of a global organisation with the opportunities of a new, open, connected world: Open Power.

This simple, powerful idea provides inspiration and direction to all areas of Enel’s business, and gives it the confidence to drive and define the new era of energy.

At the heart of the new expression sits the ‘cursor’, representing Open Power. The cursor is the starting point of energy. It’s always moving, always energetic, and echoes the core behind the power of a light bulb – the filament.

The cursor informs the look and feel of the brand to create a consistent design language that ties everything – from the logo, to print and digital applications, to products and signs – back to the principles of Open Power.

Our explorations of openness and power incorporated a range of energy forms, materials, hardware and software. The result is a global brand unlike any of the other large utilities’.

The new logo is a modern and distinctive wordmark that adapts to all parts of Enel’s business. Its shape is created by movement, with each letter consisting of a cursor followed by a colourful trail of energy.

The logo, the cursors, a set of 8 colours derived from the logo, and a range of colourful gradients together form an easy-to-use design system. This helps Enel create a consistent and navigable brand experience across all touchpoints, from digital to print, advertising to retail.

The expression also has a playful side. The key element – the cursor – is used in unexpected ways to create endless interpretations of Open Power. In this way the brand becomes open for others to experiment with.

All opportunities and coverage were part of proactive work in tandem with Enel¹s media team.

Wide range of media coverage including:

Business + Tech:

- Financial Times, Contagious and a sustainability feature in Transform Magazine

Marketing + Design:

- Design week, The Drum, Communicate, Transform Magazine launch story and Brand New

International Coverage:

- Il Post, Corriere Della Sera, Blogo, Lettera43, Pubblicità Italia, Ninja Marketing, Linea Diretta 24, Il Punto, Stadio24, Rosa Rossa Online, El Economista, Cinco Dias, Pulso, Graffica, Arte Rivista, La Razón, Empresas and Economia.

In shaping the new era of energy, Enel was facing some fundamental questions.

What does it sell, if people produce their own energy?

How could it connect the 1 billion people currently without safe and sustainable energy?

How could it compete with Silicon Valley brands for future energy services?

How could the organisation become united across 30 extremely diverse countries?

Enel needed a core idea that could unify and lead all areas of its business: from finding new uses for existing assets and infrastructure, to connecting more people to their network, to opening up new value for customers with services that meet their changing needs.

Internally, the idea needed to inspire Enel’s people to grow knowledge by sharing and learning, and put the focus on open and transparent ways of doing business.

From climate change to e-mobility to sustainable cities to emerging economies, most major global challenges require radically new energy solutions.

Not only is Enel part of this critical industry, it’s at the forefront of its reinvention. It’s one of the biggest energy companies in the world, the world’s largest producer of renewable energy, runs the world’s only fully digitised energy grid, and is listed by Fortune as no. 5 of the 50 companies that can fundamentally change the world.

We were asked to develop a new brand for Enel that could help them take the lead in shaping a digital and participatory new era of energy.