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MLR Motors, a leading automotive manufacturer, sought to establish a new brand, targeting a diverse audience of women, college students, auto drivers, businesses, and delivery partners. The challenge was to differentiate MLR Motors in a crowded EV market saturated with premium options while addressing cost and quality pain points.
(Problem statement and what we solved)
The electric vehicle market faced two key challenges:
1. Limited affordability: Existing options were often perceived as expensive and out of reach for many consumers.
2. Focus on functionality: Existing marketing focused primarily on the technical aspects of EVs, neglecting the emotional connection with potential users.
(Ideation)
We recognized the need to go beyond simply selling electric vehicles. We aimed to position Beyond as an enabler of life's aspirations, integrating seamlessly into the urban lifestyle. We developed a design approach that portrayed electric vehicles as integral parts of urban living. This concept redefined movement, city experiences, and connections, showcasing electric vehicles as catalysts for exploration, not just transportation.
(Brandmark slide)
The logo isn't just a pretty picture, it's packed with hidden meanings. It's also arrows, pointing us forward towards a sustainable future. Every line and shape embodies innovation, keeping us at the forefront of electric vehicles. It's a coded message, a promise that MLR Motors is here to stay, shaping a future where clean living and cutting-edge tech go hand in hand.
