AliciaBidlake_Flick

Flick
Electric Co
Brand Identity
Concept
1 ©Ocean Design Group 12/01/21

Brief
With Flick’s new brand strategy locked and
loaded, we have the opportunity to review and
evolve the visual identity to ensure there is a
strong connection between the two.
2 ©Ocean Design Group
04/12/20

Objectives
Create a visual identity that:
• Reflects the brand strategy
• Is easy to execute consistently
• Excites the team and makes them feel proud
• Is digital first
• Set Flick Electric up for the future
3 ©Ocean Design Group
04/12/20

The Concept
4 ©Ocean Design Group
04/12/20

Māhutonga – Flick’s values
Whai mana
Autonomy
Whai māramatanga
Transparency
Whai kotahitanga
Fairness
Whai kaha
Strength
5 ©Ocean Design Group
04/12/20

Logo
Flick Electric are a strong, fair,
and transparent brand. They pride
themselves on their outstanding
customer service and leadership
in the power industry. The logo’s
rounded edges reflect the feeling of
honesty and care that Flick stand
for. It links back to the environment
as something we see and trust, and
that everyone in New Zealand can
see – the stars in the sky. The mark
of te pae māhutonga (the southern
cross) represents Flick leading
the way, guiding their customers
and acting as an example for
competitors to look up to.
6 ©Ocean Design Group
04/12/20

Logo formats
7 ©Ocean Design Group
04/12/20

Colour
Orange, yellow and lilac all work
together to create a fun, bold and
strong palette.
The orange is often paired
with yellow, which helps to
identify the stars.
Lilac is calming and inviting,
it stands out from colours
that competitors use.
A white breaks up the
darker colours in the
palette.
Teal as a darker accent
to be used in smaller
amounts alludes to the
environment.
8 ©Ocean Design Group
04/12/20

Typography
This concept has two main
typefaces - Degular Display
and ITC Advant Garde
Gothic Pro.
Titles and headlines
will be displayed in
the typeface, Degular
Display (bold).
Body copy will use ITC
Advant Garde Gothic
Pro (book) typeface.
Consecumquam et
offic temqui ium iur?
Olum acearchicab
int esto incium cum
faccaborero volore
et exped eum illibus
maiorem susam
et optatem sinis
vel elit, optat etur
sinus dolorep uditis
mil est, teceaquia
vellor sunt lique dit,
coreperiati aribusa
pieniss usdanimusam,
unt aspitemo dolest,
suntibusapit ut anis
dolore, cus.
Ed evel ipic totatib
ernatquid quuntusdae.
Totatur ecatio demEt
aboriossit am con
poreper itatqui dolorro
ex et ius earci tecto.
9 ©Ocean Design Group
04/12/20

Graphic device
Tukutuku patterns are used in traditional
Māori art. This pattern inspired by purapura
whetū, represents the stars and the great
number of people in our nation.
The tukutuku pattern can be used as a
graphic device across brand material.
The pattern can be used as a single sheet
or be arranged to form other shapes.
10 ©Ocean Design Group
04/12/20

Photography
The photography focuses on calm
landscapes and aerial views. It features
natural and artifical light and links
back to the environment just as the
māhutonga southern cross does. The
images should convey a sense of calm
and trust - what the Flick customer can
expect from switching to a transparent,
fair company.
Hero imagery will often include a mix of
energy based landscape and city.
11 ©Ocean Design Group
04/12/20

Design system
Brand matrix
Logo
Colour
Imagery
Titles and headlines
will be displayed in
the typeface, Degular
Display (bold).
Graphic
Body copy will use ITC
Advant Garde Gothic
Pro (book) typeface.
Consecumquam et
offic temqui ium iur?
Olum acearchicab
int esto incium
cum faccaborero
volore et exped
eum illibus maiorem
susam et optatem
sinis vel elit, optat
etur sinus dolorep uditis
mil est, teceaquia
vellor sunt lique dit,
coreperiati aribusa
pieniss usdanimusam,
unt aspitemo dolest,
suntibusapit ut anis
dolore, cus.
Ed evel ipic totatib
ernatquid quuntusdae.
Totatur ecatio demEt
aboriossit am con.
Typography
12 ©Ocean Design Group
04/12/20

Application
Website
Homepage
13 ©Ocean Design Group
04/12/20

Application Social Tile Connects to the conscious consumer audience through outdoor
imagery and content, home garden tips and customer appreciation
14 ©Ocean Design Group
04/12/20

Application
Advertisment
Bus Shelter
15 ©Ocean Design Group
04/12/20

Application
Merchandise
Tote Bag
16 ©Ocean Design Group
04/12/20