Detroit Electric
Redesigning an icon
Client
Detroit Electric
Services
Brand Positioning
Brand Identity
Digital Design
Art Direction
Vehicle Badging
Role
Creative Director for AMP
Reborn, Recharged, Rebooted.
Created in 1907, Detroit Electric was the world’s first electric car company, and was relaunched in 2015.
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. They realised that electric cars are still not associated with high performance and lacked credibility amongst many performance car buyers.
We created a new positioning ‘Pure Electric Performance‘.
A new logo was created that evolved the brand’s new colours to blue and white, whilst maintaining the futurist characteristics of the original styling. This is also the badge on the company’s pure electric vehicles, as well as on future products and customer experience.
The launch of the new brand identity was supported by a brand film and new website that allows potential customers to customise the cars.
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.
“The new brand identity you have created for us, has completely modernised our image and ensures it is fit for today’s rapidly evolving market, while preserving the magic and heritage of the original Detroit Electric brand. This is fantastic work.”
Albert Lam
Chairman and CEO, Detroit Electric