The pivot to Electric Vehicles has come on fast and furious in the marketplace with a greater societal focus on environmental wellness. To help promote the purchasing of EV’s in Durham Region, a longstanding hotbed for car manufacturing in Canada, the Region teamed with local Utility Partner Elexicon along with Plug-in Drive, to develop Emission: A test-drive program aimed at getting more people behind the wheel of EV’s.
Any successful program that will capture the attention of an audience in a crowded marketplace is anchored in strong brand creative. For Emission, Kleurvison was chosen to tackle the project after an extensive RFP response process. The concept was simple: produce captivating brand creative to provide a foundation for marketing and communication channels that will live well across mediums and stagnate with the audience.
The Emission project plan was identified and a linear path to success was created: Develop the brand, develop the collateral, push the marketing message and fill the test drive events. With that, the KV team went to work.
With so many stakeholders at play including government and major utility, brand development becomes delicate and requires an advanced level of management to stick handle the design process. It’s important that everyone at the table feels heard with feedback and the final output represents the contributions of everyone at the table.
The KV project management and design teams worked collaboratively with the Emission team to explore a diverse range of brand ideas, colour palettes and overall look and feel. The KV team defined and refined various iterations of what would eventually become the Emission brand mark and through a deliberate and extensive process and landed with an output that satisfied all the stakeholders and project requirements.
Once defined, the brand work would permanent the marketing collateral, website, communication tools and on-site identification.
The best part: Emission filled their test drives and the project was considered a great success. We were happy to play a pivotal role in our partners success.
The KV team defined and refined various iterations of what would eventually become the Emission brand mark and through a deliberate and extensive process and landed with an output that satisfied all the stakeholders and project requirements.