Reimagining renewable energy in urban environments, Dyson approached with a clear challenge: how to evolve O-Wind—a multidirectional turbine designed to harness the unpredictable wind patterns of cities—from an endorsed product into a pillar of greener, more sustainable urban spaces.

Urban infrastructure is often met with resistance—especially when new technology alters the cityscape. The challenge for O-Wind was not just to introduce an innovative wind turbine but to reframe perceptions, transforming potential critique into opportunity.

A key part of the solution lay in positioning O-Wind as more than just a piece of technology. By identifying TfL as a prospective partner, the turbine could be seamlessly woven into the fabric of London, reimagining overlooked spaces as untapped sources of energy. This partnership enabled O-Wind to shift the conversation from disruption to integration, reinforcing its role as a positive force within the city.

Visually, the identity needed to reflect this ambition—bold yet uncomplicated, progressive yet familiar. The design embraces a striking, purposeful aesthetic: a dynamic colour palette that signals optimism and a typeface that embodies clarity and confidence. The result is a system that takes something once seen as intrusive and repositions it as an undeniable asset—an emblem of innovation, sustainability, and urban progress.

STRATEGY 
IDENTITY
CAMPAIGN
MOTION
COPY WRITING