CREATIVE ASSEMBLAGES

The project consists of creating a comprehensive branding and design strategy for the Point of Sale (POS) network of an e-mobility company operating in East Africa. The primary objective is to develop a cohesive set of on-brand designs, both for indoor and outdoor spaces, which can be easily adapted and executed across a variety of different POS.

Typically, a POS for this company is a storefront space located on the ground floor of an existing building, with direct access to the road. These spaces serve as a hub for storing and charging batteries, as well as providing battery-swapping services for the company’s clients. To ensure maximum visibility and ease of use, the branding and designs must be effective during both daylight and night hours.

The Style Guidebook is the centrepiece of this project. It’s a phone-friendly PDF publication that’s easy to comprehend for various stakeholders. The guidebook covers all aspects of branding and design, including outdoor lighting and painting, signage, location of signs, and typography. Additionally, it includes guidelines for enclosures such as doors. It provides technical specifications for executing the design elements in the various countries and localities where the company operates.

The designs provided leverage the company’s primary colours, lighting, paint, and hollow steel sections commonly found across the region where the company operates. The objective is to easily and locally create a visually engaging and straightforward brand identity that attracts clients to the POS.

When the team identifies a new space for leasing as a POS, they will use the branding checklist provided in the guidebook to determine which elements to include and how to position them. The branding checklist provides clear directions to the exact page numbers and chapters corresponding to the user’s choices. This ensures consistency and accuracy in the execution of branding and design elements across all POS locations.