Client Brief / School Project
Sep 2023

Unlock power grid flexibility.

My work:
Strategy & Naming
Custom typeface
Brand Identity

Challenge / Brief

What would a power transformer optimizing tech-start up look like?


In a world where climate action and electrification is driving rapid growth in energy sources, the need for adaptability has never been more vital. The electricity crisis grid owners face is a complex challenge with grid bottlenecks causing disruptions and uncertainty in power supply. Växel's solution eliminate grid bottlenecks swiftly, efficiently and allows for more capacity – ensuring a steady and reliable power supply. This newfound flexibility is the key element to a more efficient, responsive and resilient power grid.


Create an identity which repositions the brand from being perceived as a rigid SaaS-start up to become the leading dynamic power grid partner. Switch gear and power up.

The custom-made typeface was created based on the the idea of ​​shifting up and shifting down, symbolizing flexibility and mirroring DTR1's adaptable service. This unique and powerful typeface became the foundation of the brand identity. Every aspect of the design concept, from the logo to the shapes used as background and design elements, drew inspiration from the typeface.