The brief
The team at JEVco asked us to create a brand identity and marketing strategy for the launch of their new electric vehicle on-demand service.

Popular in many cities around the world, this sustainable, eco-friendly transport system has proven highly successful with both locals and visitors alike. Adopting a simple, intuitive mobile platform, the whole process is handled through an app offering a new way of travel on demand, benefitting a third of Jersey’s population who live in St Helier, where parking access is sparse.

The process/strategy
After our initial meeting with the JEVco team and an internal debriefing session, our creatives got to work on designing the identity, with the mindset of creating a look and feel that gave immediate cut-through against existing ‘eco-friendly, green’ services whilst evoking the forward-thinking nature of the start-up service.

In order to achieve the desired stand-out, we developed a brand identity and colour palette with a more vibrant and electric fresh blue that reflected the brand values and positioning. We also developed tone of voice guidelines supporting the brand to bring EVie to life.

The next steps were for our creative and digital teams to collaborate, design and develop a website that would act as the primary marketing platform for this exciting new venture. Social media channels were created to amplify the message and an ‘elevator pitch’ style video was published to educate and inform the general public of the service. The site acts as a hub for users to download and utilise the app, with key information and four simple steps: Join, book, unplug, go!

Vehicles, signage and parking bays were branded to drive awareness of this new service, signposting the EVie parking spots in St. Helier for the launch, and now providing the island with an alternative pay-as-you-go electric transport service.

After the successful launch of the car service, Oi once again worked closely with the EVie team to help them launch their new e-bike service. Hiring an EVieBike is possible using a simple app in collaboration with Freebike, an established bike rental system operating globally. EVieBikes are now available throughout Jersey.

The results
The vehicle rental service has been extremely well received, with the entire fleet of vehicles being rented out in the opening week of the launch. Local politician Simon Crowcroft fully endorsed the project, saying:

“We are very pleased to have worked with EVie in this launch of an all-electric car sharing club for the island. An electric car club is entirely consistent with the Parish and government plans to address the climate change emergency and reduce our carbon emissions. This provides an important new service for local residents and businesses alike, reducing emissions, car numbers and congestion, easing pressure on roadside parking and providing affordable access to mobility for all.”

Gavin Breeze, Director of EVie said:

“Jersey has a unique opportunity to become a carbon neutral community, and our electric fleet strives towards a more sustainable, efficient and convenient island. We worked closely with the team at Oi, tapping into their creativity and knowledge to develop a brand identity, website and social media channels that perfectly complemented our vision.”

With plans to operate in Guernsey, and more spaces being granted around the island, there’s plenty more to come from this bold and important brand.