We wanted the identity to encapsulate the purpose of the campaign. Focusing on the concept of ‘reduction’ we chose a variable font which allowed us to mix wide and thin characters together creating a word mark that both expands and shrinks. We brought this to life using animation to emphasise the ‘LESS’ by shrinking the word down.
The wordmark sits within a downwards arrow - to simply imply ‘cutting down on energy and costs’. Once the identity had been established, we were able to use this device on its own to frame information on the Guernsey Electricity social channels, and on stickers installed in the Powering Life For Less participants' homes during the challenge to help inform them of their low-rate times.