Graphic illustration for MIDEL to visualise a complex message

The brief

The brief was to produce a graphic illustration that clearly demonstrated the benefits of retrofitting electrical transformers with MIDEL’s own product, which was more environmentally friendly, safer and also prolonged the transformers lifespan.

MIDEL’s retrofitting service cleans the transformers and adds a safe, fire resistant, non-toxic fluid to it and is used throughout the world. MIDEL wanted a graphic illustration they could use to communicate this complex product.

The team at Think always go to enormous lengths to understand what and how a business is selling a product. This project for MIDEL, a globally recognised leader in environmentally friendly transformer fluid, was no exception.

For those of you wondering, the types of electrical transformers are wide ranging but a type most of us would be familiar with would be the ones commonly seen behind a fence on housing estates. Traditional mineral oil is used to cool the transformers but it is toxic and carries a high risk of fire.

The process

We started with several initial sketches which went to a further, more detailed sketch and once we had approval we took the design to digital stage. The overall image was completed by 6 benefit graphics and used on MIDEL’s literature.

We also helped produce a Z-Card Service and Maintenance Guide which was for the South Africa market.

This was a great project to work on and one that really shows how a good design agency can visualise a complex message.

The final graphic illustration produced by Think successfully communicated the benefits of MIDEL’s retrofitting service in a visually engaging way. The use of benefit graphics helped to break down the complex information into easily digestible sections for the audience.

The Z-Card Service and Maintenance Guide provided a convenient reference for customers in South Africa who were interested in retrofitting their transformers with MIDEL’s product. The guide included step-by-step instructions and safety information, as well as contact details for MIDEL’s local service providers.

Overall, the project demonstrated the value of working with a design agency that takes the time to understand a business’s products and goals. By creating a clear and compelling visual message, Think helped MIDEL to reach a wider audience and promote the benefits of their innovative product.


Written by

Paul Grogan

Creative Director

Award winning, and self-confessed typographic and graphic design perfectionist, Paul has 26 years experience in the industry and is our managing and creative director.

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