In its ongoing effort to help people live free from oil, Better Place announced today the unveiling of its new brand identity and online campaign aimed at connecting people online with a shared mission and goal. In addition to the company name and Web site (www.betterplace.com) refresh, Better Place launched a dynamic and uniquely animated logo that visually represents the core pillars on which the company stands – people, planet, prosperity and plug.

Better Place is moving the world off of oil by redefining the economics and experience of transportation – but it cannot do it alone. As part of today’s announcement, Better Place also launched its “10 Words” campaign. The purpose of the campaign is to provide a platform via “minifestos” for people to voice their reasons for ending the world’s addiction to oil.

“Across the globe, people are feeling the pain of rising prices at the pump,” said Joe Paluska, Chief Marketing Officer, Better Place. “We’re calling upon the community to tell the world why we must end our addiction to oil. The switch from oil to electric transportation is inevitable.”

The Better Place Model
As a true mobile operator, Better Place delivers transportation as a sustainable service. The company is building the infrastructure needed for the successful widescale deployment of zero-emission electric vehicles (ZEV) powered by renewable sources of energy.

To do so, Better Place partners with the world’s leading automakers to create the EVs; battery manufacturers to build clean, safe batteries; energy companies to accelerate the migration to renewable energy; and policy makers to lessen the economic and social grip that oil has on nations. The Better Place research and development team integrates existing technology components through Better Place software, charge spots and battery exchange stations so that driving an EV will be as convenient as driving a gas-fueled car.

Tell Us Your “Minifesto”
Through the company’s 10 Words campaign, Better Place is asking everyone to create their own minifesto answering the question in 10 words or less: Why do you think we must end our addiction to oil? By creating a minifesto, people from around the world are given a public platform to express their personal reasons for ending our dependence on oil. 

How it works: A contributor must first choose from one of Better Place’s four core pillars to identify the overarching reason why they want to end oil dependency. For example:

People: to provide a sustainable and enjoyable driving experience for all
Planet: to recover from climate change
Prosperity: to create new economic opportunity
Plug: to see zero-emission, electric cars rule the road

Next, they must enter their 10 words, name and photo. The system will automatically integrate their message into a personalized animated minifesto – in practical terms, a short online movie published on http://10words.betterplace.com/ and available to share with friends, embed in blogs, other Web sites or community profile pages. 

The World’s First Dynamic Animated Brand
Teamed with branding firm Addis Creson, Better Place designed its visual brand elements, including a logo, to incorporate not only the name and “switch” (the icon), but also clever animation. The switch portion of the logo dons a sky blue color that reflects not only the color of Planet Earth, but also the spirit of optimism.

When animated, the logo quarters transform into various graphical images reminiscent of the brand, including quotation marks, a butterfly, a lighthouse lens, a bird, and even the letters of the alphabet. Wherever and whenever possible, the logo will be leveraged in motion graphics, on LED signage and the Internet. 

To experience the Better Place brand and learn more about how you can participate in the 10 Words campaign, please visit: www.betterplace.com.

About Better Place
Better Place is a venture-backed company that aims to reduce global dependency on oil through the creation of a market-based transportation infrastructure that supports electric vehicles, providing consumers with a cleaner, sustainable, personal transportation alternative. Launched in October 2007, Better Place will build its first Electric Recharge Grids in Israel and Denmark and plans to activate the infrastructure on a country-by-country basis with initial deployments beginning in 2010. 

Every year at the World Economic Forum in Davos, Switzerland, world leaders from politics, business, and beyond, meet to discuss how to make the world a better place.

Four months ago, founder and CEO Shai Agassi announced the formation of Project Better Place http://www.projectbetterplace.com This entity focuses on one of the 21st century’s biggest challenges – developing a sustainable, environmental solution for converting global transportation systems toward electricity and away from fossil fuel.

Now, in conjunction with Berkeley-based brand strategists, Addis Creson, who are also developing the brand, Project Better Place has posted a compelling 3 minute 10 second video on YouTube,  http://www.youtube.com/watch?v=-U1U9HSviU0  which explains this unique venture by using interviews with children to highlight the perils of our existing reliance on fossil fuels along with the inspired alternative proposed by PBP.

For the Davos Question video, Addis Creson, with producer Michael Addis, drew together a group of 15 children and asked a series of probing questions aimed at delivering thoughtful, insightful responses on the topic of cars and fuel.  The resulting video delivers the message about the viable alternative through the children’s natural curiosity and honesty, and proposes a solution to this global dilemma.

Google ‘The Davos Question’ and you’ll find the following information on Google’s official blogspot, posted by YouTube’s own Ed Sanders in December:

“Every year, many of the world's top leaders from politics, business and the global community -- including some of our own -- attend the World Economic Forum in Davos, Switzerland, to discuss how to make the world a better place. This year, we wanted to give people around the world the chance to join them, and help them, by submitting their own answers to "the Davos Question," which is: "What one thing do you think that countries, companies or individuals must do to make the world a better place in 2008?"

Starting on January 1st, the public has the opportunity to watch and rank others' ideas. The highest-rated videos will be screened in Davos (January 23-27), where world leaders will watch the submitted videos and make responses of their own.”

For more information, please visit www.projectbetterplace.com
For more information about Addis Creson: www.addiscreson.com

ABOUT ADDIS CRESON

Addis Creson is an integrated brand strategy and design firm that partners with clients who have the courage to redefine their business categories and create positive change in the world around them. We believe that mission-driven companies can lead by example and express their vision through brand experiences. Addis Creson has created innovative brands for companies like 24 Hour Fitness, Blue Shield, GE Healthcare, Intel, Kashi, Kidfresh, Pottery Barn Kids, Elevance, Sungevity, Project Better Place, Qua Spa at Caesars Palace.

Elevance Renewable Sciences (http://www.elevance.com) is the leader in transforming renewable plant-based oils into green, cleantech solutions.  Elevance applies Nobel Prize-winning catalytic methods and patent-protected technologies to create and market functional oils for a range of products from cosmetics and solvents to lubricants,polymers, and antimicrobials.  Elevance aims to restore optimism in the promises of chemistry.

”We've chosen the bee as a symbol of our innovation, teamwork and productivity. The bee takes raw ingredients and repurposes them without
depleting the source, just as we use nature's own compounds to create something new. The bee represents possibility and partnership, which are at the cornerstones of our effort. We were pleased that our interaction with Addis Creson not only developed this symbol, but also reflected the spirit of true partnership as we developed it,” said K’Lynne Johnson, CEO.

The primary objective of the branding process was to create a brand platform that addressed Elevance's Vision, Mission, Values, Personality and Positioning.  The platform then inspired the identity development and naming process.  In the case of the company name, the Addis Creson team was not just looking for an aspirational name for the company, but also for the science it practices:

"We worked closely with Elevance over a period of several rigorous months to develop and finalize the brand identity and name," says Addis Creson partner/executive creative director John Creson. "We wanted a name that would elevate chemistry above the connotations it's acquired in recent years and reflect the positive, sustainable aspects of the company's area of business."

Central to the brand and identity of the new company is the stylized bee icon that accompanies the logo. The stylized character actually comprises several powerful signifiers: a chemical symbol makes up the body, while an infinity symbol forms the wings. Together the character and the symbols represent an abiding and reciprocal relationship with both chemistry and
nature.

"The design we created is metaphorical, and unique in this industry," says Magdalena Hladka, Senior Designer at Addis Creson. "More than just a manufacturer, Elevance is a partner with the earth and with organizations that want to improve their products. Bees, of course, pollinate flowers and enable them to spread, grow, and abide. In turn, the flowers benefit the bees themselves. The relationship is beautiful in its mutual cooperation and benefit, productivity and partnership."

While many companies are currently responding to the "greening" of the marketplace, John Creson is quick to point out that Elevance is much more than a makeover:

"Elevance is wholly based on a sustainable process," he explains. "This is not a company trying to 'green' its practices because that's popular now. There is no depletion associated with the process or the products that will result from it. This is a chemistry company that does entirely sustainable work. They are using cutting edge science to make the world a better place to live in, and we're very excited to watch it flourish in the marketplace."

ABOUT ADDIS CRESON

Addis Creson is an integrated brand strategy and design firm that partners with clients who have the courage to redefine their business categories and create positive change in the world around them. The company believes that mission-driven companies can lead by example and express their vision through brand experiences. Addis Creson has created innovative brands for companies like 24 Hour Fitness, Blue Shield, GE Healthcare, Intel, Kashi, Kidfresh, Pottery Barn Kids, Project Better Place, Qua Baths & Spa at Caesar¹s Palace, Sungevity and ThinkProducts.

(Berkeley, CA. April 14th, 2008).  Integrated brand strategy and design firm Addis Creson has developed the brand strategy and design for a new style of solar energy company, Sungevity.  In a major departure from traditional solar energy companies, Sungevity will use publicly available satellite imagery to do remote roof analysis and design solar systems.  Customers are able to review online the different Sungevity options to go solar, check the price quotes, and then place their order online.

Danny Kennedy, Sungevity CEO and long-time champion for solar energy in California’s public sector, decided to build a business model based on the economic advantages of solar.  He came to Addis Creson to build the brand for the start-up.  Addis Creson was tasked with creating the brand essence, identifying the target audience, defining the brand platform, and the design of the Sungevity logo.  The burnt orange logo implies the shape of the sun and uses a simple graphic of a home repeated to form the circle. 

Sungevity is a service provider that designs and installs the individual solar energy system for each home.  The use of satellite imagery eliminates the need for sales calls and in-person home surveys.  The brand is set to overcome resistance to solar power installation by making it easy, relevant, beneficial, and cheaper than traditional methods, changing perceptions of the solar category and building interest in the target audience:  efficiency seekers and environmental protectors.

The brand platform focuses on the fact that sunlight is the least costly and most abundant fuel on earth, making it the most sensible option to save money and increase the long-term value of one’s home. 

John Creson, executive creative director for Addis Creson, explains, “The brand essence is ‘power shift’ – evoking the shift of power to people, and change for the better.  We felt strongly that the Sungevity business model has a significant point of difference from other solar energy companies, it’s much more user-friendly.  The brand system reflects that.”

Sungevity’s Kennedy says, “We were considering global agencies based in other parts of the world.   Not only is Addis Creson based in the same city, but we also found their philosophy of working with clients to create positive change very appealing, because we are a mission-based company.  They have a strong sensibility for what we are about; they have been a fantastic partner because of their unique ability to combine strategic and design thinking to build a brand for a clean-energy future. 

We are not just selling this as a ‘green’ business, however, and Addis Creson got that.  They share our skepticism on greenwashing.”


ABOUT ADDIS CRESON

Addis Creson is an integrated brand strategy and design firm that partners with clients who have the courage to redefine their business categories and create positive change in the world around them. The company believes that mission-driven companies can lead by example and express their vision through brand experiences. Addis Creson has created innovative brands for companies like 24 Hour Fitness, Blue Shield, GE Healthcare, Intel, Kashi, Kidfresh, Pottery Barn Kids, Qua Baths & Spa at Caesar’s Palace and ThinkProducts.

Steven Addis, CEO, says, “Our goal with clients is to give their brand a strategic and competitive advantage.  Sustainability is an increasingly desirable business goal, and our expertise helps clients navigate waters that are still relatively uncharted.  We help them understand how sustainability relates to their reputation, show them how to integrate sustainability into their company, and apply this knowledge to their brand(s).”

Addis Creson’s sustainability program is led by senior strategist Jeni Rogers.  She holds an MBA in Sustainable Management and teaches the subject at San Francisco’s Presidio School of Management.

Ms. Rogers explains, “The successful promotion of sustainable practices by any brand relies on a foundation of authenticity. We work with companies already practicing sustainability and with companies just beginning to explore how it can be integrated into their business model. In both cases, we delve into the core brand offering to uncover the most compelling actions the brand can take to tell its sustainability story.

Utilizing a highly customized approach and the Addis Creson process, we collaborate with our clients to develop programs for the market place that are authentic from a human, financial, and environmental perspective.  For companies sitting on the sustainability fence, we highlight the business case, illustrate successes other brands have experienced, and ensure that the pitfalls of greenwashing are made clear.  We also advise clients on the establishment of pilot programs such as eco-efficiency, where clients optimize their business model by integrating greener practices while spending less money.”

Ms. Rogers continued, “An increasing number of retailers, most notably Wal-Mart, are imposing sustainability criteria on the manufacture and distribution of products, thus consumer goods companies are being pressured to reassess the very foundation of their businesses. Ignoring the importance of sustainability to the brand’s reputation is likely to imperil the brand in the long-term.”

Addis Creson’s brand strategy process that emphasizes sustainability brings together the core brand promise, and the business’ sustainability actions, to deliver significant business and social value.

About Addis Creson

Addis Creson is an integrated brand strategy and design firm that partners with clients who have the courage to redefine their business categories and create positive change in the world around them. We believe that mission-driven companies can lead by example and express their vision through brand experiences. Addis Creson has created innovative brands for companies like 24 Hour Fitness, Blue Shield, GE Healthcare, Intel, Kashi, Kidfresh, Pottery Barn Kids, Project Better Place, Qua Baths & Spa at Caesar’s Palace, Sungevity and ThinkProducts.

Jeni Rogers bio

Jeni Rogers is a brand strategist whose commitment to positive change pervades everything she does. An artist by training, she received a BAFA with an emphasis in sculpture from the University of New Mexico. She has an MBA from the Presidio School of Management (member of the first graduating class in 2005), where her coursework focused on sustainable business strategy and where she is currently an instructor in the school’s Marketing Management and Sustainability Course. Before joining Addis Creson in 2006, Ms. Rogers worked in both the creative and brand groups at Clif Bar. At Addis Creson, she has defined business and brand strategies for companies such as Sungevity, Kashi, Kellogg's, and ThinkProducts.

Most recently, Williams was senior vice president of the Robert Mondavi Lifestyle Brands, the premium wine franchise owned by Constellation Brands, where he oversaw the successful turnaround of the category-leading Woodbridge brand.

Previously, he led the marketing team for the launch of OnStar for General Motors, and its highly successful, award-winning campaign.  Prior to OnStar, he served as group product director for Johnson & Johnson, leading its flagship Brand-Aid brand to its largest share gain in over a decade. Williams cut his teeth in brand management at Procter & Gamble.  

Addis Creson CEO, Steven Addis says, “Rodney is a consummate strategist with deep client-side experience, brilliant insight, and a personality that is a delight for our team and our clients. We are very fortunate to have found Rodney and we already appreciate his contribution as we experience growth that we haven’t seen for years.  

Williams adds, “I was drawn to Addis Creson because of their philosophy of positive change, working with clients and brands that make a difference. OnStar had that quality. I’m already learning how much work it takes for the brand strategists to iterate the client’s needs before presentation stage, and of course on the client side I understand the business structure, and the commercial pressures from Wall Street. I am excited to work with such experienced colleagues who not only create breakthrough brand strategy but also bring it to life with incredible design.”  

Williams holds a BA from Amherst College and an MBA from the Kellogg School at Northwestern University. Mr. Williams serves on several boards including: Maverick Beverage Brands, a Sunkist joint venture; Pikolino LLC, a manufacturer of innovative children’s furniture; the Museum of the African Diaspora in San Francisco; the Insight Center for Community Economic Development, based in Oakland, CA; and the United Movement to End Child Soldiering, based in Washington D.C. and Kampala, Uganda.  

About Addis Creson  

Addis Creson is a brand consultancy that partners with companies to find and express the meaning of their brands through strategic and creative thinking. The focus of Addis Creson is to create positive change by helping our clients improve the way people relate to their brands, and their brands relate to people. For more than 20 years the firm has worked with clients that include Barclays Global Investors, Blue Shield, Charles Schwab, Clorox, Dole, Gap Inc., GE Healthcare, Harrah's/Caesars Palace, Intel, Kashi, Lego, Pepsi, Sephora, 24 Hour Fitness, and Williams Sonoma/Pottery Barn Kids. Addis Creson also advises a select number of not-for-profit agencies and start-up ventures.   

To learn more, please visit http://www.addiscreson.com. To contact us directly email us at positivechange@addiscreson or call (510) 704-7500. We look forward to hearing from you.