Axpo

Strategy / Branding / Digital / Relaunch 

For Axpo, the time was perfect for a brand identity that reflected its purpose, values and mission in a constantly evolving world of energy. 

 As Switzerland’s largest producer of renewable energy and an international pioneer in energy trading & marketing, Axpo reached out to Foundry with a clear task – to align the brand’s identity with its newly articulated brand strategy. 

Over the last 100 years, the Axpo Group has established itself as a leading international energy company. Axpo combines the experience and expertise of more than 5,000 employees with a passion for innovation, collaboration, and impactful change. Using cutting-edge technologies, Axpo innovates to meet the evolving needs of a sustainable future of energy in over 30 countries across Europe, North America and Asia. 

Shaping the Flow of Energy

Foundry’s focus centred on the diverse sources of human energy that work together to make Axpo’s vision of the future a reality. The Flow of Energy articulated this idea and formed the base from which all elements of Axpo’s new identity ‘flowed’ out. 

The result was a vibrant, bold and futuristic identity that emphasised the optimism and enthusiasm with which Axpo leads the energy industry. Inspired by Axpo’s new digital-first approach, we created a comprehensive brand guideline system hosted on a dynamic, digital platformto cover several use cases, including print, digital, spatial design, corporate collateral and beyond. To ensure that the brand’s visual language was consistent across every channel, we also included guidelines for event design, signages and merchandise. 

Developing a smooth user flow for the Axpo website – which spanned hundreds of information-filled pages – was a vital part of the brand’s transformation. Collaborating closely with the Axpo team, we redefined information structures and created design elements to give a sense of space and simplicity.

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Sharing the Power of Axpo

For the launch of the new brand, we also created a campaign to highlight the various sources of power that are part of the Flow of Energy. This manifested in a communication platform, a film and messaging that embodied the distinctly vibrant spirit of the brand and galvanised Axpo employees, clients and stakeholders to participate in a special launch event. 



“Axpo’s new brand identity showcases the power of bright ideas, the power of ambition, the power of innovation and sustainability, the power of collaboration – all core elements of Axpo’s DNA. FOUNDRY has brought this to life with a fresh, energetic and vibrant approach that is disruptive within the energy sector.”

- Henriette Wendt, COO, Axpo Group


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