Reborn, Recharged, Rebooted.

Detroit Electric, the first electric car company in the world, was being relaunched. It needed an overhaul of its visual identity and communications platform as it geared up for the release of its first commercial vehicle, the SP:01 sports car.

We realised that electric cars are still not associated with high performance, and lack credibility amongst many performance car buyers.

We created a new positioning: Pure Electric Performance

The new badge was created to evolve the brand’s new colours to blue and white, whilst maintaining the futurist characteristics of the original styling.

This is the badge on the company’s pure electric vehicles, as well as on future products and customer experience.

This redesigned icon, with website and social, cockpit interface, marketing and advertising, were all delivered to fully reboot this iconic EV brand.

Client: Detroit Electric
Agency: Amp
Role: Creative Director

“This new brand identity has modernised our image, to ensure it is fit for today’s rapidly evolving market, while preserving the magic and heritage of the original Detroit Electric brand”

Albert Lam
Chairman and CEO, Detroit Electric