Brand development

Before we immersed ourselves in a series of brand workshops, we gathered insights from different viewpoints to align the new brand with its strategic vision: we reviewed business plans and conducted interviews with key directors to identify the company’s long-term goals; we met with members of different departments to also gather on-the-ground perspectives; we went outside of the organisation and interviewed customers directly; we analysed our client’s customer base to understand the challenges the industry faces and what their expectations are; and we conducted a competitive audit of peer brands to identify ChargePoint’s unique position in the market.

All this research provided the groundwork for the brand workshops and informed the strategic brand positioning document output including a brand wheel, helping to shape ChargePoint’s future vision and clarify its competitive edge.

This process helped us identify key brand values and the needs of the audience, paving the way for a revitalised brand direction that connects with all stakeholders.

The notion of a need for collaboration and close partnerships to be equipped to solve challenges emerged strongly in our research and workshops with ChargePoint teams and their customers. This insight became the supporting foundation of ChargePoint’s “Nothing is Impossible” brand essence. Taking it further, we also wanted to build in the idea of aspiration and always striving to deliver over and above.

To aspire, to strive, to arrive, and to achieve – we reach.

“Together we reach beyond”.

The creation and rollout of ChargePoint’s brand identity centered on a dynamic, motion-led supergraphic inspired by the concept of “Together we reach beyond”.

Designed with interlocking, fluid shapes, the supergraphic embodies unity, collaboration, and the boundless potential achieved through collective effort. Its outward expansion conveys an aspiration to always go further, reflecting ChargePoint’s brand essence of “Nothing is Impossible”. The circular form subtly nods to the butterfly valve, grounding the design in ChargePoint’s expertise.

Starting with this supergraphic allowed us to experiment with various configurations, ensuring that each brand application feels fresh and engaging.

The new brand integrates seamlessly into our multimedia strategy. Amongst other collateral, the brand development project also yielded a brand launch PowerPoint presentation and a refreshed website design, ensuring a visually unified experience for the audience across touchpoints.

The new brand was launched before an audience of over 100,000 delegates at Achema in Frankfurt. The strategic use of the new brand within the exhibition space generated the buzz necessary to draw delegates in and encourage them to learn more about ChargePoint’s new product.