Tapping into profound pride to power up Canada’s largest EV charging network.
When AddÉnergie decided the time was right to migrate their business model from that of charging solutions manufacturer to comprehensive charger operator, they needed to go big and clear. The objective: Imagine a new B2C promise that would respond directly to the needs of EV drivers, who are often frustrated by an incomplete and fragmented recharging offer. Inspire innovation in AddÉnergie’s product and service development. Finally, facilitate and incorporate governmental partnerships in the vision of the new business offer.
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Client
Flo, AddÉnergie
Services
Market audit and analysis
Consumer insight
Marketing strategy
Brand positioning
Naming
Team
Marie-Ève Caron, planning and brand strategy
Geneviève Grenier, marketing and business strategy
Caroline Reumont, art direction
Élyse Noël de Tilly, copywriting
Mivil Deschênes, web and UX design
Marie-Ève Rheault, project management
Steve Desmarais, graphic production
Pixi Studio, 3D design
Alt Productions, video & photo production
Strategy
Restructuring the business offer to align with the needs of the consumer would completely change the core operating model of the business. It’s a tremendous transition that requires the engineering team to factor consumer-driven needs into their developmental process. The success of the endeavour rested squarely on the creation of a new airtight brand identity, one that resonates with the target demographic, and accompanying and guiding the internal team through a seismic shift in company culture.
Idea
After extensive research of EV drivers and numerous discussions with the internal team, we identified the emotion that unified all EV drivers and industry participants alike: profound pride. The brand identity communicated fluidity and ease of use, while the tagline was a celebration of the pioneering attitude of both the early consumers and the company, who were relentlessly dedicated to the EV silent revolution. All were represented throughout the brand communication tools.
La Famille showed us that a brand can be a powerful client interface, as well as a tool to rally us together internally, giving us a clear direction for the future.
— Louis Tremblay, President and CEO, AddÉnergie and FLO
