JULIA YU

10Undisclosed

A group of car manufacturers approached us with a joint venture to deliver a new brand identity for a charging hub concept centered around an elevated, inclusive customer experience for the EV market. They wanted to implement a High-Performance Charging (HPC) network for electric vehicles across North America to help usher in a new era of electric mobility through a standalone brand that solves the issues that face the industry today.




About the projectWe envisioned a radical departure by taking inspiration from today’s infrastructure while adding elements of a sophisticated EV charging experience. A modular system with green cement made from recycled waste, removes any barriers for full-network implementation and ever-evolves with nature.  A key part of the proposal is flexibility in implementation, which includes a series of different sizes and combinations that can serve specific needs and regulations.

The visual identity represents the relationship between the planet and humanity, and the concerted efforts that lead to collective progress. It is modern, futuristic, and telegraphic with two parts that create a whole. Simple and intuitive language is supported by an extended icon language derived from the wordmark. This utilitarian and universal language approach envisions the new electric future with ambition and positivity and promises a future where EV is truly able to become the mainstream.



Credits

Agency
Project
Role

ECD

CD

Senior Designer
Strategy

New BusinessInterbrand NY
Brand Identity
Senior Designer

William Woduschegg
Matt Egan, Maria Samodra
Daniele Politini
Gavin May, Caroline Stoddard
Andrew Miller

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