Background
Better Place is on a mission to deliver the world from its dependence on oil-based transportation. The company is building the infrastructure for the deployment of zero-emission electric vehicles worldwide. They are partnering with the world's leading automakers to create the electric vehicles; battery manufacturers to build clean, safe batteries; energy companies to accelerate the migration to renewable energy; and policy makers to promote forward-thinking policies.
Solution
Inspired by Better Place's ingenuity and optimism, we developed a brand platform and identity for the company that captured the hearts and minds of drivers. The core idea was the "Four P's," or how the Pump negatively affects People, the Planet, and Prosperity. By enabling one simple change-from Pump to Plug-Better Place is setting out to create far-reaching positive change for people around the globe.
An animated logo represented the transformation inherent in Better Place's mission. In order to drive awareness and adoption, we launched a brand video whose compelling animation style and narrative helped dispel the myths of electric car ownership-and presented a viable future for transportation. By utilizing viral and social media to help share the Better Place story, we extended the brand's touchpoints to form a global grass roots movement.
Results
Since launching the brand in January 2008, Better Place has garnered the attention and approval of government policy makers, auto-manufacturers, investors, and future members worldwide. Renault-Nissan is the first manufacturer committed to producing the cars. The first recharge grid will go live in Israel in 2010, with Denmark, Australia, California, Hawaii, and several additional areas coming on line soon after that.
Internal & External Research
Review Business Strategy
Competitive Audit
Category Analysis
Stakeholder Interviews
Touchpoint Analysis
Brand Platform
Brand Architecture
Brand Story
Corporate Identity
Brand Identity System
Content Development
Environmental Design
Collateral Systems
Merchandise/Apparel
Print & Online Campaigns
Web Design
Video Animation
Mechanical Production
Standards Development
Launch Plans
Event Planning
Brand Stewardship
Our Better Place Story
August 21, 2008
Better Place Challenges the World
July 28, 2008
Better Place and Sarkozy
June 30, 2008
Glue: Sound Design
Blind: Motion Graphics
Hill & Knowlton: Public Relations
Odopod: Web Development
Millions of Us: Social Media
New Deal Design: Product Design
