Global Grids Catalyst
Strategy | Creative
“We’re going to make the greatest collective impact in modernising electricity grids that anybody has ever made.”
A new current
The grid powers practically everything—our homes, hospitals, and economies—yet we barely notice it. Until the lights go out. GGC wants to change that, at a scale nobody has attempted before. Which meant starting with a tricky brief: how do you build a brand around something nobody sees? 'A New Current' started there — a brand idea rooted in the constant movement of electricity, ideas, and collective action. A force that makes the invisible impossible to ignore.
High voltage
The energy sector runs on blue. Brands look engineered, precise, predictable. We went the other way. Warm, editorial, cinematic. A vibrant orange at the heart of the palette, set against a restrained monochrome base and extended through gradients — Daylight, Sunset, Starlight. Typography that feels editorial rather than techy. Photography that centres light, atmosphere, and the quiet moments the grid makes possible. Ethereal where the sector is literal.
Intellectual tenderness
The verbal identity made the same move. Whereas peers reach for jargon — unlock, accelerate — we chose the principle of intellectual tenderness. A voice that could hold data and story in the same breath. Assonance softening the technical. Shorter sentences, punctuating longer scene setting, to transport the reader into the real-world. The effect is a tone that feels relatable without losing rigour — empathetic, but never imprecise.
Switched on
How do you help people understand a system they cannot see? You show them the impact it has on the world around them. The website is built on a responsive visual system changes colour throughout the day based on local energy demand. Most people never see the grid operating around them. Now they can. 'A New Current' became their tagline — and the first thing anyone reads when they land on the site. The idea that started as a north star is now an invitation.
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