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Switch

Compressing an abstract tech promise into a mark you get at a glance.

Client
Switch
Sector
Technology
Scope
Positioning, Mark & identity, Digital surfaces

Problem

The product made switching easy, but the story was buried in technical language.

Strategy

In technology the real barrier is rarely a missing feature; it is switching cost — people hesitate to leave what they already use. So the brand had to sell the ease of the move, not the product. We reduced the mark to a motion rather than an explanation: two circles trading places. Cobalt and cyan were chosen to escape the category’s sea of corporate blue, where colour is an asset rather than decoration.

Outcome

The mark, colour system, app icon, outdoor artwork and templates for digital surfaces.

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