The challenge
In May 2011, Electrabel Trading and Gaselys merged to form a new trading branch of GFD SUEZ; GDF SUEZ Trading. To launch this new entity, it was important to set its positioning and visual identity to differentiate it in a highly competitive market, whilst also retaining some graphic elements from the GDF SUEZ brand.

The idea
No one knows energy trading better than an energy company. Through the merging of Electrabel Trading and Gaselys they also acquired 10 years of experience within the trading industry. GDF SUEZ Trading are experts within their industry. They use their knowledge, experience and insight to get the best results in the energy trading market.

The result
The visual identity is inspired by the dot-matrix screens that show traders the latest prices in the market. The identity is based around the idea that GDF SUEZ Trading sees beyond the data that is displayed on these screens. They see opportunities and details that other energy trading companies don’t.

The identity highlights certain dots within a grid to illustrate different messages. This grid is also flexible to be used a texture over imagery or as the basis of an editorial spread. This dot theme also formed the idea of developing an ownable illustration style, which we produced working alongside illustrator Chris Gray.