Engie

The challenge

Established in 2014, Engie Motors Ltd. developed a device that connects via bluetooth to a vehicle’s onboard computer to monitor its performance, detect malfunctions and recommend nearby auto mechanics.

Engie made a pivot from being a b2c only to a b2b and b2c business model and needed a brand upgrade to address new and existing audiences.

It targeted Mexico, Brazil, Israel and US markets, had ongoing campaigns and conferences, and was about to go for another round of funding.

B2B offered service providers, such as fleet managers, mechanics and insurers to connect directly with their clients' car systems live and use the extracted data to offer time sensitive services, predictive maintenance and driver behavior insights.

This opportunity positioned the brand as a direct influencer on bringing car maintenance to being more automated and easy, getting it closer to its brand vision.

The goal

Upgrade the brand to target new businesses and express brand's vision

Create messaging to different markets and audiences

Create b2b, b2c online and offline marketing materials

Explain complex info in a fun simple way

Execution scope

Brand marketing design and consultancy, campaigns, web UX UI, explanatory animations

Brand mission

Make car data and maintenance handling accessible and easy

Brand visual concept

A GPS data map of all car data of your clients being in transit and available to you live

Brand characteristics

Approachable for all - general, cute

Simple, easy

Technological

3 target audiences for B2B

Insurers

Mechanics

4 languages

Social event messaging targeted to businesses (B2B)

More technological and serious than the b2c

Social media messaging targeted to consumers (B2C)

More fun and approachable than the b2b

B2C iconography

Web

Homepage

Inner pages

Mobile

Achieved value

Promoting a great vision - automated and easy car worldwide car maintenance, freeing drivers' time to tend to more important matters. The brand got a strong presence and had constant growth of businesses and customers up to the point of bringing on investors from the Asian market, which unfortunately stalled due to fallout from the coronavirus crisis that forced the investors to make cutbacks. Engie stopped existing during the covid pandemic outbreak, when car usage dropped drastically due to lockdowns.

My role

Brand design, marketing content strategy and consult, marketing materials for campaigns and client correspondence, illustrations, motion design, web UX UI

Collaborators

Gal Aharon and Alon Handelman (funding and goal setting), Paula Schlider (markets insights, goal setting and copy), Tzvika Migael (logo and product design)