Electric mobility isn't a niche anymore. It’s mainstream, and brutally competitive. What used to be a commodity race, has morphed into a brand game. Exicom’s EV chargers find themselves in this new landscape. Once viewed as a technical utility, EV chargers are now expected to combine experience, design, and intelligence. The market is evolving from functional utility to emotional connection. And that’s precisely where Exicom found itself at a crossroads.
Exicom had credibility. Decades of engineering. Proven hardware. Big partnerships. But here’s the challenge: nobody was hearing that story. The brand came across as functional, industrial, safe. Solid, but a bit too silent for its own good. The task was three-fold:
- Exicom needed a brand new look and a whole new voice. It needed to turn up the dial from industrial to inspiring. And be seen as a thought leader, not just a market leader.
- Build an identity that speaks to two audiences at once: the B2B buyer who demands reliability, and the design-conscious B2C segment that values experience.
- Create a design system flexible enough to stretch across products, platforms, and markets, without losing its E-mobility aura.
We began by defining the brand from the ground-up, focusing on intelligence, innovation and design precision. To bring that to life, we crafted two brand archetypes:
The Geeky Visionary: Smart. Sharp. Geeky. A bit like your favourite science professor. Who also builds rockets on weekends and cares about the environment, the community and the customer.
The Silent Disruptor: Daring, unconventional, the kind of innovator who challenges the status quo, without fanfare and fuss.
Next, we crafted a tagline that brings it all together:
Choose smart. Charge smart.
Crisp. Sticky. Universal. A positioning that bridges industrial scale with everyday experience. When you choose Exicom, you're choosing intelligent charging solutions that prioritize design, efficiency and sustainability.
The tone of voice had to strike the sweet spot: geeky when needed, bold when the moment calls for it. For instance:
“Why should smart be boring?”
“Everyone said it’s impossible. So someone had to do it.”