Clever is Denmark’s largest charging provider. Switching from a petrol car to an electric one is a complex journey that comes with a whole new set of terms and processes. Clever set out to make that switch simple.

To set Clever apart, we positioned the brand in the lifestyle space rather than among traditional utilities. The new brand takes its starting point in one single word. Bright. To be clever is to be bright, and for Clever, being bright means having it covered. Always being a charge, a click or a call away, so drivers have one less thing to worry about and can enjoy the sunny side of the switch.

We created the brand strategy and identity and brought it to life through campaigns, icons, illustrations, layout and motion. Everything is tied together by a bespoke variable typeface drawn by PLAYTYPE – a single family that moves from quiet interface text to confident campaign headlines.

Also, a friendly nod to our friends at Kontrapunkt, who designed the Clever brandmark, and COBE, who designed Clever’s ultra-fast charging stations.