Get over It

THE HEADSCRATCHER

MOLE is a new hands-free and cable-free way to charge an EV. Charging with a MOLE occurs at ground level where a connector attaches itself to the vehicle’s undercarriage. This meant we needed to challenge people’s preconceptions about EV charging and get them to start thinking about charging in a completely different way. Plus, MOLE was a start-up with a great concept but completely unbranded. We needed to create a brand robust enough to have stand-out in a dynamic and emerging market and convey a new way of doing things.

THE BIG POSITIVE IMPACT

Mole is charging made simple. The circular design of the MOLE became the creative device for the new logo, branding and creative treatment. In turn, our logo design became integral to the product design. Everything about MOLE points to ease of use. it’s cable-free, clutter-free and hands-free. You simply drive over a MOLE and leave it to do the charging for you. We used animation to deliver the benefits for fleet and public charging, underpinned by the strapline “get over it/ charging made simple”.

THE HEADLINES

Get over it. We created a brand identity that has the energy and vibrancy to stand out in the cluttered, embryonic EV market. With three simple words and some striking imagery we communicated a whole new way to charge.