About
Elzel (Electrification of railroads - Prague) is a traditional company with focus on technical aspect of their work. That was mirrored in plain "down to earth" style of their visual communication.
Challenge
The task was to redesign their print materials to better target audience - graduate engineers fresh out of university. Elzel is struggling to make the work look "cool" and desirable. In the modern world, when people are not necessarily motivated only by money, you have to offer a bit more.
The most interesting part was design of prints to cover big glass windows on the main building in Prague. You can see them from main street and a lot of people will walk around them everyday.
Solution
I decided to go for a collage of technical photos, illustrations of historical figures that advanced electrification in Czech republic, and accompanied it with a visual twist or little jokes to add contrast. It was a huge deviation from the traditional style of the company, but I wanted to people stop and say "Hey, that is interesting!", so they will ultimately read the message as well. The same visual style was used later to design roll up banners, posters and murals to be displayed in classroom at their partner university.
