brand artisans since 1996
Backstory
An established Florida distributor of golf carts successfully negotiated a license with a South Korean manufacturer of electric vehicles to begin marketing and sales in the US.
Mandate
ryan&deslauriers was asked by the US entity to develop a new brand for the South Korean vehicle - to craft a name and positioning for the initial US test market that would be warm, approachable and appeal to Floridians living in gated and age-controlled communities.
Scope
Name, logo, tagline, sales show graphics, showroom graphics, stationery, website, launch brochure.
Approach
The brand we developed was Evolve.
The letters in Evolve can be rearranged to form LOVE EV. (EV for electric vehicle)
We developed a visual device where couples would hold out fingers - one person with three middle fingers placed sideways to make an E and the second person with their index and middle finger extended vertically to create a V, and we photographed a variety of target users flashing the “EV” finger salute.
The colors of orange and gray were used to communicate both technology and approachability.
To listen to what our key learnings from this assignment were please contact us.