The challenge
The relaunch project was a big step forward for the electrive brand and products – but also for the electrive team. Touching almost every aspect of the product meant that things behind the scenes would change, too.
Our impact
In order to enable the smoothest possible transition, we have been conducting regular team workshops and retrospectives since the relaunch – and very are happy to see the momentum is still strong.
Not just a project but a long-term partnership
We are particularly happy that we can continue supporting electrive’s transformation beyond the initial relaunch. Building on the new brand and product platform, we are now supporting the entire team to jointly reflect on what has been achieved so far and continuously develop future perspectives.
Sensemaking and strategy
Is the team still structured and set up for success? Does the evolved family of brands and products still make sense? Is the Design still up-to-date and representing the brand’s values? Is the technical infrastructure still appropriate for the needs of a matured brand? What’s the vision for electrive going forward?
We tackled these and many more questions in a series of workshops with experts from all electrive departments before diving into a brand and product strategy phase, defining the precise purpose, target group and future vision for each platform, product, and service and their relation to each other.
Brand and design
With this strategic foundation (and thanks to a delightful collaboration with the excellent Amira Prescott), everything else fell into place: A consistent naming and logo family, a fresh design language covering all touchpoints from Digital to Motion and physical media. Key factor: the #onebrand approach that transforms previously inconsistent design and naming patterns into one logical system – reducing complexity, friction and establishing a strong system that can scale and won’t be outgrown again so easily.
“When we started working with Ponder, we had absolutely no idea, how deep we would have to dive into the electrive DNA. But we trusted their experience and that worked out very well.”
– Juliane Below, Head of Sales & Events at electrive
Product design and implementation
As the team at Sitedock, the project’s development partners, were rebuilding CMS and frontend mostly from scratch, we seized the opportunity to challenge existing content structures and editorial workflows. For the main website, this led to a simplified yet flexible overall structure that also gave way to a more refined design of various editorial formats.
This way, electrive’s quality content finally got the presentation it deserved.
Measurable results
hier kommt noch ein absatz hin, wie erfolgreich das neue system funktioniert – das produkt performt viel besser, vermarktung geht und alles supi – trotz politisch schwierigen umfeldes. also nicht nur visual design sondern echte business valueeeee!
