pawa
2023 / Palette
re-brand
Design Goals
PAWA, an Electric Vehicle (EV) charger infrastructure service and software company, was coming out of proof-of-concept and looking to raise capitol. However, the company smartly noticed that the logo and palette they originally mocked up was very close to a top competitor. PAWA reached out to AMD to ask if a re-brand was indeed necessary to raise capitol.
Step 1: Evaluation
AMD got to work on doing an analysis and competitor research report for PAWA. It was found that the re-brand was necessary, since potential investors could confuse PAWA as a re-brand of their competitor.
Step 2: Positioning
After the competitor research, AMD found 3 positioning strategies PAWA could consider pursuing. They could position themselves in opposition to their current palette, in opposition to their top competitor, or in alignment with their parent company.
Step 3: Mockup
After careful consideration, the company chose the color positioning strategy of alignment with their parent company. Now AMD had to help them narrow down their choice to a palette that would either be analogous or complimentary to the parent company’s palette. The best way to make this choice is the mock up the pairings.
Mockup cont’d
Despite wanting to stay away from their both their top competitors’ palettes, one which had the yellow bolt they wanted to change away from and the other which essentially had an orange brand, the company was simply not happy with the first draft of mockups. They wanted the palette to closely resemble the parent company’s palette, including the orange. This would put them at risk of confusion with the other top competitor in the industry.
AMD is not happy until the client is happy, so they set out to solve this problem with a few choices for the client. Since the subtleties in orange are more easily picked out by the larger Western public than the shades of yellow, AMD knew their could be a solution using orange instead of yellow. Plotting out the oranges on a color wheel made the final decision easy for them, since they chose the color furthest from the other competitor using orange.
Step 4: Delivery
After the competitor research, AMD found 3 positioning strategies PAWA could consider pursuing. They could position themselves in opposition to their current palette, in opposition to their top competitor, or in alignment with their parent company.
Step 5: Continued Work
After the re-brand was successful, the company wanted to continue working with AMD. They contracted AMD to do their website where potential investors could learn more about the company and see the company in action. They also contracted AMD to put together a one-page sales sheet to send to warm leads.
Website cont’d
Not only did AMD design the website for multiple platforms, but we also researched and inserted keywords for SEO and built tracking for marketing, too. We understand our clients need to be setup for their long-term goals, so we can have a long-term partnership. You can trust AMD’s wid breadth of design and marketing knowledge to set you up for success.
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