We positioned Better Place as a mission to deliver the world from its dependence on oil-based transportation. While the business model proved unsuccessful, our branding work succeeded in establishing a powerful stature and voice for the brand, resulting in securing over $800M in venture funding.
The company’s goal was to build the infrastructure and partnerships for the deployment of zero-emission electric vehicles worldwide. We simplified a complex story by framing the solution as simply switching from the pump to the plug.
Our logo represents the transformation to an optimistic blue planet, while our brand videos, social media campaign, and integrated identity system captured the imagination of a world hungry for such solutions.