Flygkraft
Built a brand identity from zero, clear enough to win investor funding
About Flygkraft
Flygkraft builds battery storage technology for renewable energy producers, letting solar and wind operators store surplus power and sell it back to the grid at the right time.
The technology was solid. The story wasn't.
Outcome
100k SEK
Role
Brand Design
No. of Users
Investors
challenge
How might we make a credible bet on the future of energy storage
Problem
Capital was running short. The next funding round depended on walking into investor rooms and being taken seriously. Flygkraft still looked like a few people with an idea.
Opportunity
The brand had a job before the product did. It had to make an early-stage company feel like a credible, serious bet on the future of energy storage, in two months
process
The easy path was a trend
Two directions, rejected. Minimalist black and white: clean, safe. Neon and current: the look most energy startups were reaching for. Neither was Flygkraft. A borrowed look would have signalled the exact thing the founders were escaping — a company following, not one with conviction.
The closer an identity sits to the founders' story, the harder it is to copy
No competitor can copy why you started. I skipped the moodboard and started with them: what sparked the idea, why this, why now. That story became the spine the visual system was built to carry.
Credibility under a deadline
Two months, one pitch that had to land. Every deliverable had to make a small company read as a serious one.
Outcome
100k SEK raised
in early funding, on the strength of the new brand
The full system: logo, typography, photography and tone of voice guidelines, website, pitch deck, stationery and letterhead and the "what not to do" that keeps a young brand consistent as it grows.
In two months, Flygkraft went from looking like an idea to looking like a company. The identity gave them the credibility to walk into the room and be taken seriously.
The brand did the job it was built for: it bought them the credibility to be taken seriously, when being taken seriously was the whole game
