DriveElectric required a future-proof brand identity, one that could work across all channels and help take their business to the next level.


  • Discovery
  • Identity Design
  • Tone of Voice
  • Brand Guidelines

The Brief

DriveElectric is a leading supplier of leased Electric Vehicles (EV’s) in the UK. They have been providing electric car and van leasing since 2008, alongside exceptional technical and customer support.

Despite already being a reference point with the UK automotive and energy sectors for EV adoption, DriveElectric were looking to better position the brand as a leader and expert in their field. With the end goal of equipping as many people as possible with the knowledge required to make informed decisions.

Although there is an appetite amongst consumers towards lowering personal emissions, many are reluctant to adopt EVs because of negative perceptions over cost - as well as a fear of the unknown.

From the offset, it was clear that DriveElectric needed to be brave. Changing mindsets is never easy and in this scenario transparency is key.

The Idea

From extensive research and client workshops, we understood that the chosen identity and design language needed to be rooted in honesty with the ability to inspire and motivate. This led us to a route that is bold, energetic and distinctively human.

The identity was designed to evolve and adapt to different situations without losing consistency across applications.

The rounded edges, elegant loop and smile-like base of the logo were selected to portray a key component of the DriveElectric brand - their friendly, professional and knowledgeable staff.

A vivid, digital, colour palette was strategically chosen to stand proud in an increasingly competitive market place, while a unique suite of icons was designed to mirror the character of the logo and typeface.

The Outcome

A digital-first approach helped to streamline the branding process and allowed us to create a powerful new identity, one that will live with the business for many years to come.

This identity is at the heart of everything that DriveElectric does - driving every area of the business towards a common goal, whether that be marketing communications, customer service or new technology developments.

We also established brand guidelines that aim to inspire and educate, whilst enforcing the strong values of the new identity and ensuring consistency across brand applications.