Rural New Zealand faces a complex and evolving energy landscape. Farmers are under increasing pressure to manage costs, improve efficiency, and prepare for a more electrified future. In a joint venture with Farmlands, Flex is a smart energy solution designed specifically for this sector. It helps rural businesses take control of their electricity usage, reduce costs, and make smarter energy decisions.

Flex approached Special to develop a full brand strategy and identity that would communicate not only what they do, but who they are, placing the focus on the farmer, their communities, and the broader rural economy. The challenge was to craft a brand that felt innovative yet grounded and technical yet relatable.

At the heart of the identity is a visual world that brings data and energy measurement to life, seamlessly integrated into the rural landscape. The Flex logo mark is built from a series of geometric bars reminiscent of data visualisations that represent different sizes and types of farms, sheds, utilities, and land. These ‘paddocks’ symbolise the diversity and individuality of New Zealand’s farming sector.

The logo is confident and expert, with refined edges and sharp, precise lines reflecting the technical skill and attention to detail that define modern farm management.

From the logo, a flexible and distinctive graphic system was born. Adaptable across tools, platforms, and communications, yet always recognisable. It mirrors the innovative thinking behind the Flex product itself, creating an approachable visual language that speaks directly to its audience.

The result is a brand that connects with rural New Zealand in a way that feels smart, trustworthy, and entirely fit for purpose.

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