PULSE
Marketing Diagnosis • Brand Positioning • Name • Brand Personality • Visual Identity • Brand Platform • Application Guide • Communication Materials
FABIO FABITOS + RICARDO CALEGARI + GABRIEL DEZORZI
Bringing the discussion about urban mobility to the center of the conversation, reducing its negative impacts on people's lives and presenting sustainable solutions that transform our relationship with the planet, this was the starting point for the PULSE project. An alternative electric transport company, created with the purpose of rethinking the way we move around in large cities and suggesting solutions with more awareness, technology and quality of life.
We began our journey with a detailed study of the national and international urban electric mobility market. We mapped direct and indirect competitors, analyzed the most promising segments and products, and assessed municipal, state, and federal legislation related to mobility and alternative energy. We also conducted research with consumers and industry players, which allowed us to identify opportunities, threats, and viable paths for implementing the brand.
Based on these insights, we developed the brand platform, defining the purpose, archetype, persona, tone of voice, brand territory and creating the name PULSE. We then created the visual identity, brand manifesto, application guide and communication materials.
The result is a Strategic Branding project, modern and connected with the challenges and desires of an increasingly aware and demanding public.
The use of alternative electric means of transport has become an inseparable theme in discussions on urban mobility, strengthening itself as a global phenomenon that dialogues with the imaginary of appropriation of urban public spaces, and is an instrument of transformation and quality of life for the individual, for society and for the environment.
