Kople

Visual identity
Brand strategy
Brand platform
Communication concept
Design system
Wayfinding and signage

Agency: Dinamo Design
Client: Kople
Design: Geir S.Lysbakken & Christine M.Karlsen
Project management: Martine Bue
Brand Advisor: Annie Myhre
Motion: Kasper Bergquist & Ronny Boysen
Communication: Sara Flikkeid & Eirik Stensrud

A charging operator you notice
Kople is one of Norway's largest charging operators, with over 7,000 public charging points across the country. In a category characterized by low loyalty and weak differentiation, the challenge is to be seen, remembered and chosen. Customer insights showed that very few find it easy to distinguish charging operators from each other along the road.

A design system built for visibility
With thousands of charging points, Kople has an extensive physical presence. We developed a design system with distinct branding elements that make Kople easy to recognize across charging stations, signage, communication and digital surfaces. Tangerine/pink is the identity's main color and an important distinct branding element. The color is developed for high visibility and clearly distinguishes Kople from the established category codes. Typography and graphic shapes build on the visual expression and create recognition across surfaces and formats. As the charging network grows, the brand's visibility also grows.

A pink squirrel in a tech category
The charging market is full of lightning, electricity and plugs. Kople needed a distinct brand element with more individuality. The pink squirrel gives the brand a character that is easy to recognize and remember. The squirrel adds warmth and personality to a tech category, and gives Kople a visual element that can live and develop across communications. The playful character also builds on the personality of the brand platform: honest, down-to-earth, unassuming and clear.

Clear all the way
On the road, Kople should be perceived quickly and from a distance. We developed a separate system for wayfinding and signage with clear surfaces, specially designed icons and visual codes that guide the customer to the charger. The solutions were user-tested in realistic situations to investigate how drivers perceive signage, symbols and information from the car. We used the insight to adjust the design before rollout. The result is a visual identity that makes Kople more visible in the landscape and easier to recognize throughout the entire customer experience.

Designelement for Kople
Color combinations in shape can be put together to carry forward energy. The element can itself be a "K" for Kople, but can also be used in combinations to add movement to a playful concept. Color use in combination is also an important visual tool in other communication, such as in larger campaigns and social media.

Signage
Overall signage is based on a distance surface against an information surface which can either be icons or typographical messages. Tangerines with rounded corners are the basis for the signage. Otherwise, icons are specially designed based on traffic signs, but with improvements for the symbol of charging and their own colors.

Life is more than charging
We developed a new brand platform, a communication concept and a visual identity built around a simple insight: People rarely stop to charge. They charge while doing what they really need to do. Kople will make charging easy and accessible, and the design will make Kople visible when customers need them. Life is more than charging became the concept that unites the brand.

Thank you for the good cooperation:
1st etasje - 3D visualization of charging stations
Techpros - user testing of wayfinding
Unfold - app design
Catch - implementation of new identity on the website
Eurosign - production and rebranding of chargers and signage