Enel

A culmination of the redesign

Leading player in the world's electricity

Challenge

Enel is a multinational energy company and leading player in the world’s electricity and gas markets. Its services span 30 countries across four continents.

As a culmination of the redesign of its brand platform, Enel included the development of a sonic identity, to help unify their brand message across all touchpoints, on a global level.

Part of the challenge was to make it clear that ENEL is also ENDESA in certain markets, but are the same brand in values and promise. Instead of developing a whole different set of assets for ENDESA, the brand wanted tools that could be applicable to both and when used, would build brand equity for both.

Sonic identity

The sonic identity conveys commitment to innovation and efficiency through a specific blend of synthetic sounds, that were chosen for their higher-pitched, light and scientific textures.

This also creates a sense of open-ness and transparency that the brand promises.

The introduction of more classical instrumentation, such as the strings and piano, provide a melodic, emotional and mature aspect, which drives a feeling of leadership and responsibility that one counts on in the energy sector.

Results

Tests conducted by IFOP in Spain and Italy (1800 respondants) have shown that, for both ENEL and ENDESA, the sonic identity has contributed to the perception that the brand is more:

Friendly, Open, Positive, Dynamic, Modern, Warm, Innovative, Powerful

More specific to each market:

Spain – more accessible and closer, powerful, human, innovative.

Italy – more international, powerful, human and innovative

Overall, compelling results for the design of a sonic identity and its ability to convey the same meaning across culturally different markets.

Credits

AGENCY

Michael BoumendilPresident & Chief Creative Director

Laurent CochiniManaging Director

Ella Duda – International Strategy Director

Ramon Vives – Managing Director Spain

Julien Goris, Vincent TurbéArt Directors

Eric Caissy, Marion Combes, Ianis Mauraisin, Hugo Letexier, Romain Debrie, Pierre MoreauDesigners