Fleete
Injecting some brand personality
In Short
Fleete have a very traditional visual identity and were looking for something to help differentiate in a crowded space, as well as make themselves more approachable and accessible to people who might want help navigating the complex area of fleet electrification. This illustration brief was an opportunity to bring some personality and warmth to the brand without undermining its technical credibility.
Credible differentiation
Following a discovery sprint, we identified the need for Fleete to break away from the identikit competitors website and brand identities to embrace something a little unconventional for the space, but that would create a sense of approachability without undermining the expert standing or technical credibility the brand needed in order to engage its key audiences.
The result was an illustration set that could be used to add warmth, but also to render technical details, cost charts and demonstrate interconnected charging site features all within the same aesthetic.
