Electric Mobility
Naming and positioning resolved before design begins, so the identity has something to be right about.
Euler — from the Alma Mater reel
In Thirty Seconds
Stakeholder research, positioning and brand naming for an electric commercial vehicle company — including HiLoad and the nomenclature around it — followed by the identity and experience carried across fleet livery, apparel and retail environments.
The Situation
Electric commercial vehicles are bought on arithmetic: load, range, cost per kilometre, downtime. The brand has to make an unfamiliar technology feel like a safe commercial decision before it can make it feel like an exciting one.
The work therefore began upstream of design — stakeholder research, then positioning, then the naming — and only then the identity, which had to survive being painted onto vehicles that go to work every day.
What the Work Covered
Research & Positioning
- Stakeholder research across the people the vehicle has to convince
- Positioning for a category being built while it is being sold
- The strategic brief that naming and design then answered to
Naming & Nomenclature
- Brand naming — HiLoad
- Nomenclature system for the wider range
- A naming logic built to carry the products that come next
Identity & Experience
- Brand identity and design system
- Fleet livery
- Apparel
- Retail environments
- Experience design across the places the brand is met
Scope of Engagement
- Category
- Electric commercial vehicles
- Naming
- HiLoad
- Applied to
- Fleet livery · Apparel · Retail
Disciplines
- Naming
- Research
- Positioning
- Identity
- Environments
- Experience
From the Client Side
His insights, ideas and execution added to the entire rebranding exercise of the company. I admire him for his in-depth knowledge about marketing & branding and the ease with which he gives solutions to every problem in that area.
More Work
Work of This Kind
The pattern transfers.The answer never does.
If this is close to the question in front of you, the next step is a conversation rather than a proposal — forty-five minutes to understand where you are and whether we are the right partners for where you want to go.