ROLE: Brand Identity
ChargingRewards is an app that allows electric vehicle drivers to save money on their utilities by signing on to charge their vehicle in off-peak hours. To every current and future EV driver, ChargingRewards is the link to their electricity provider that enables them to earn rewards and create a smarter electric grid. I collaborated with marketing strategists at Scaledigital to design a brand identity that would set ChargingRewards apart in the market and resonate with both electric vehicle owners and energy providers.
After reviewing Scaledigital’s background and research findings, I created a set of concept boards to survey a range of visual approaches that could serve as jumping-off points for the ChargingRewards visual identity. Once a visual direction was chosen, I began exploring options for the ChargingRewards logo. I eventually narrowed down my options to three concepts that each highlighted slightly different aspects of the ChargingRewards brand.
The chosen concept links the imagery of the charge on an EV battery indicator with the “C” and “R” of the brand name. The mark combines smooth and circular forms with a more angular anchoring point that can be found at the bottom of the “R”. The letterforms in the text are round and friendly while also structured and professional. The color palette is bright with a green accent that implies a charging battery as well as saved money.