Designing a brand for Fleet-Based Electric Vehicles & their Ecosystem

Dive into the ideation, strategy, and execution behind crafting a brand that drives change, promotes sustainability, and redefines urban transportation for generations to come.

Services

Brand Strategy & Brand Identity Design

Client

Non Stereotypes

Year

2021

Project Goals

- Explore potential names for the brand and business that resonate with the brand's identity and target audience.

- Develop branding strategies and execute the launch of the selected brand name with a cohesive and impactful approach.

- Enhance messaging and craft compelling taglines to effectively convey the brand's values and offerings.

- Create detailed brand guidelines to ensure consistency across all brand elements and communications.

- Conduct thorough target audience research to inform marketing strategies and optimize audience engagement.

- Design and produce business development materials including visiting cards and other merchandise to enhance brand visibility and engagement.

- Develop user interface (UI) and user experience (UX) designs for the app and website or provide assistance in refining existing designs for optimal user engagement and satisfaction.

Getting to know the brand

The brand promotes electric vehicles (EVs), stressing environmental benefits and unique user experiences. Recognizing that vehicles are used only about 200 days a year, they offer rental EV services for daily chores, reducing costs and promoting accessibility.

Their goal is to enable efficient urban mobility, shifting mindsets from possession to experience, while emphasizing the environmental advantages of EVs.

Brand Positioning

Positioning Statement

Fleetr’s EV ecosystem is the only one that provides on-demand micro-mobility services with battery swapping technology.

Brand Archetype

Everyman's Hero

In this brand archetype, heroism becomes accessible to all, celebrating the courage and strength found within ordinary people facing extraordinary challenges.

Customer type

Fleet Operators

The customer type includes fleet operators such as delivery companies, university campuses, NGOs, factories, and private businesses, all focused on facilitating movement and logistics within their respective environments.

The thought process behind Fleetr's logo and brand identity encapsulates its essence as a service tailored for fleets and organizations managing mass transit.

The logo embodies the concept of interconnectedness and scalability inherent in fleets. Utilizing circles to represent individual riders merging into a collective fleet, the design signifies unity and efficiency. Within these circles, the formation of an 'F' subtly denotes the brand name, emphasizing its identity.

The choice of green hues not only evokes sustainability but also mirrors the colors associated with battery charging and full capacity, aligning with Fleetr's commitment to environmental consciousness and operational excellence. Thus, the logo and brand identity encapsulate Fleetr's core values of connectivity, sustainability, and service excellence within the realm of mass transit solutions.