O-Wind
Dyson Creative Challenge
Group Project
Dyson Creative Challenge
Group Project
Completed within 12 days, the 2023 Dyson Creative Challenge offered an exceptional opportunity for collaboration with O-Innovations. Our goal was to develop a new image and identity for an innovative omni-directional wind turbine named O-Wind, specifically designed to cater to urban areas.
To effectively communicate the turbine's intricate technology to both businesses and consumers, our identity system aimed to establish a design and tone of voice that is playfully intelligent and that exudes dynamism. O-Wind's concise strapline, "Wind from every direction harnessed everywhere," encapsulates the essence of the product while aligning seamlessly with the brand's tone of voice. Furthermore, we enhanced the project by implementing a new brand strategy, forging a partnership between O-Wind and British Airways. This strategic collaboration enables our client to successfully introduce their product to a wide market, both in the UK and internationally.
To effectively communicate the turbine's intricate technology to both businesses and consumers, our identity system aimed to establish a design and tone of voice that is playfully intelligent and that exudes dynamism. O-Wind's concise strapline, "Wind from every direction harnessed everywhere," encapsulates the essence of the product while aligning seamlessly with the brand's tone of voice. Furthermore, we enhanced the project by implementing a new brand strategy, forging a partnership between O-Wind and British Airways. This strategic collaboration enables our client to successfully introduce their product to a wide market, both in the UK and internationally.
The technical innovation that O-Wind delivers, positions the product well for a sucsessful launch to market. To effectively convey the intricacies of the turbine technology to businesses and consumers and build a strong brand identity, We aimed to establish a design and tone of voice that is both dynamic and a playfully intelligent. Our concise strapline 'Wind from every direction harnessed everywhere' encapsulates the essence of the product and aligns seamlessly with the brands clear tone of voice.
To capture key elements of the company and create a compelling brand marque, we focused on incorporating movement into our identity. We envisioned visualizing rotating blades through a dynamic and modern type design. This design not only represents the essence of the product but also serves as a versatile word mark that can be used in various applications.
We have developed multiple visual styles that reflect various stakeholders and stages of the brands development, specifically tailored for O-Wind's launch stage and consumer target audience. In this phase, the brand embraces a playful approach with typography and imagery to ignite curiosity among the public. These visual styles have been thoughtfully created to convey the excitement and appeal of O-Wind as a product, inviting consumers to delve deeper and actively engage with O-Wind
The business to business marketing touchpoints introduces a new level of energetic visual communication. These posters pair back the consumerist side of the brand image offering a more serious tone of voice that b2b communications require. Our marketing showcases the goals set by our brand message of being "playfully intelligent" supported by our copy matrix designed to deliver key information about O-Wind and it's missions to other businesses, fostering meaningful connections and partnerships.
O-Wind's urban use case, allows for regenerative energy sources to be established substantially within the coming years and I believe awareness and interaction is a key part of this movement. That is why we have installed built in wireless charging capabilities to each turbine. Wireless charging provides a mutual benefit to both parties and intern makes these new urban turbines a friendlier and more inviting part of the landscape.
When you engage with the O-Wind turbine, you gain access to an interactive online portal that provides real-time data outputs showcasing the energy generated by each turbine, both current and historical. This portal serves as a central hub for educating the public about O-Wind, its purpose, and the benefits it brings to individuals and the environment.
British Airways X O-Wind Partnership:
Partnering with a prestigious global brand like British Airways would significantly boost the market position of O-Wind and its parent company O-Inivations. British Airways has acknowledged the environmental impact of aviation and has been actively combatting it since the launch of their sustainability program, BA Better World, in 2021. The campaign reflects their commitment to creating a more sustainable future, aiming for a net-zero target by 2050. As the aviation industry strives to develop cleaner fuels and technologies for greener air travel. A collaboration with O-Wind allows British Airways to address their sustainability goals and offset some aspects of their carbon footprint by funding cleaner energy is cities and destinations around the globe.
By engaging in this collaboration and sponsorship, our intention was to shine a spotlight on British Airways' BA Better World sub-brand. This sponsorship not only establishes them as a pioneering force in promoting a more environmentally friendly future but also enables them to effectively counterbalance their carbon emissions as a company. Furthermore, it enhances their corporate image and reputation in a positive light.
Following discussions with the Dyson creative team and O-innovations, we received approval for our proposal. Similar to our O-wind identity, our task was to demonstrate how a British Airways sponsorship using their BA Better world branding could seamlessly align with O-wind and its turbines.
