Graphic Illustration for MIDEL to Visualise a Complex Message


The brief

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

MIDELs 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 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.