Press releases & news

At the beginning of the year, Mutabor was commissioned by the public utility company Stadtwerke Kiel to completely overhaul its image.

The new look is to be launched in a campaign starting in October and will be visible in the areas of corporate identity, online, corporate publishing, film and outdoor. It will run under the claim ‘Deine Energie ist hier’ [‘Your energy is here’] which Mutabor has developed. As well as developing a new brand strategy, the Hamburg-based multichannel agency is also responsible for realizing all the measures that are required to reposition the brand.

Wolfgang Podolske, Director of Corporate Communications at Stadtwerke Kiel: ‘The overhaul of our brand is the logical upshot of the fundamental change our company will go through as a local supplier of energy in the next few years. Parallel to our new, flexible strategy we are going to provide new services and solutions. Our private, real-estate and corporate customers will no longer experience us as mere suppliers, but rather as energy experts and on-the-ground coordinators. The new brand image therefore focuses on two aspects: being deeply rooted in our region and being fit for the future. This is how we are going to make our new, modern strategy for the new energy market visually distinct as well.’

Heinrich Paravicini, Managing Director of Mutabor, comments on the new image: ‘The logo and claim stand jointly for the future of the Stadtwerke. The corporate identity we have developed is based on blending the 24/7 service concept with the thing people associate most with Kiel: sailing. The range of colours we have chosen, in which the primary colours dark and light blue are dominant, communicates Kiel’s maritime atmosphere. Five additional bright secondary colours represent the various divisions at SWK (electricity, gas, water, teleheating and energy services) and, in combination with the primary colours, produce a balanced colour scheme.’

Mutabor was able to recruit famous people from Kiel to lend their faces to the electricity, gas, water, teleheating and energy services divisions for the relaunch. In short film clips, for example, Christian Zeitz, the world champion in handball and adoptive resident of Kiel, explains what energy means to him personally. In addition to developing the concept, Mutabor also took care of the creative direction for these film portraits.