{"id":2256,"date":"2025-12-11T06:55:41","date_gmt":"2025-12-11T06:55:41","guid":{"rendered":"https:\/\/b2bblogs.redbangle.com\/?post_type=works&#038;p=2256"},"modified":"2026-04-21T14:14:43","modified_gmt":"2026-04-21T14:14:43","slug":"exicom-ev-charger-rebrand","status":"publish","type":"works","link":"https:\/\/blogs.makerrs.com\/index.php\/works\/exicom-ev-charger-rebrand\/","title":{"rendered":"Exicom Brand Refresh: Choose Smart. Charge Smart."},"content":{"rendered":"\n<h3 class=\"wp-block-heading\">Background<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Electric mobility isn&#8217;t a niche anymore. It\u2019s mainstream, and brutally competitive. What used to be a commodity race, has morphed into a brand game. Exicom\u2019s EV chargers find themselves in this new landscape. Once viewed as a technical utility, EV chargers are now expected to combine experience, design, and intelligence. The market is evolving from&nbsp;<strong>functional utility<\/strong>&nbsp;to&nbsp;<strong>emotional connection<\/strong>. And that\u2019s precisely where Exicom found itself at a crossroads.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"363\" src=\"https:\/\/b2bblogs.redbangle.com\/wp-content\/uploads\/2026\/03\/exicom_case_study_background_compressed-1024x363.jpg\" alt=\"\" class=\"wp-image-2881\" srcset=\"https:\/\/blogs.makerrs.com\/wp-content\/uploads\/2026\/03\/exicom_case_study_background_compressed-1024x363.jpg 1024w, https:\/\/blogs.makerrs.com\/wp-content\/uploads\/2026\/03\/exicom_case_study_background_compressed-300x106.jpg 300w, https:\/\/blogs.makerrs.com\/wp-content\/uploads\/2026\/03\/exicom_case_study_background_compressed-768x272.jpg 768w, https:\/\/blogs.makerrs.com\/wp-content\/uploads\/2026\/03\/exicom_case_study_background_compressed-1536x544.jpg 1536w, https:\/\/blogs.makerrs.com\/wp-content\/uploads\/2026\/03\/exicom_case_study_background_compressed.jpg 1600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Challenge<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Exicom had credibility. Decades of engineering. Proven hardware. Big partnerships. But here\u2019s the challenge: nobody was hearing that story. The brand came across as functional, industrial, safe. Solid, but a bit too silent for its own good. The task was three-fold:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Exicom needed a brand new look and a whole new voice. It needed to turn up the dial from industrial to inspiring. And be seen as a thought leader, not just a market leader.<\/li>\n\n\n\n<li>Build an identity that speaks to two audiences at once: the B2B buyer who demands reliability, and the design-conscious B2C segment that values experience.<\/li>\n\n\n\n<li>Create a design system flexible enough to stretch across products, platforms, and markets, without losing its E-mobility aura.<\/li>\n<\/ul>\n\n\n\n<div class=\"flex flex-col items-center md:items-start space-y-6 md:mt-16 md:w-[78.7rem] mt-9\"><div class=\"flex items-center space-x-4\"><div class=\"flex flex-col items-center\"><img decoding=\"async\" src=\"https:\/\/blogs.makerrs.com\/wp-content\/uploads\/2026\/03\/exicom_casestudy_left-scaled.jpg\" alt=\"Puding GIF 2\" class=\"md:h-[28rem] md:w-[41rem]\"><\/div><div class=\"flex flex-col items-center\"><img decoding=\"async\" src=\"https:\/\/blogs.makerrs.com\/wp-content\/uploads\/2026\/03\/e-loop-scaled.jpg\" alt=\"Puding GIF\" class=\"md:h-[28rem] md:w-[41rem]\"><\/div><\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Brand Persona<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">We began by defining the brand from the ground-up, focusing on intelligence, innovation and design precision. To bring that to life, we crafted two brand archetypes:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The Geeky Visionary:<\/strong>&nbsp;Smart. Sharp. Geeky. A bit like your favourite science professor. Who also builds rockets on weekends and cares about the environment, the community and the customer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The Silent Disruptor:<\/strong>&nbsp;Daring, unconventional, the kind of innovator who challenges the status quo, without fanfare and fuss.<\/p>\n\n\n\n<div class=\"mt-6 w-full md:mt-16\">\n  <div class=\"flex justify-center hidden md:block md:flex space-x-4 md:w-[78.7rem]\">\n    <img decoding=\"async\" \n      src=\"https:\/\/blogs.makerrs.com\/wp-content\/uploads\/2026\/03\/exicom_cs_1.jpg\" \n      alt=\"creative_excution 1\" \n      class=\"w-[15rem] object-cover rounded-lg shadow-md\"\n      style=\"margin-bottom: 0\"\n    \/>\n    <img decoding=\"async\" \n      src=\"https:\/\/blogs.makerrs.com\/wp-content\/uploads\/2026\/03\/exicom_cs_2.jpg\" \n      alt=\"creative_excution 2\" \n      class=\"w-[15rem] object-cover rounded-lg shadow-md\" style=\"margin-bottom: 0\"\n    \/>\n    <img decoding=\"async\" \n      src=\"https:\/\/blogs.makerrs.com\/wp-content\/uploads\/2026\/03\/exicom_cs_3.jpg\" \n      alt=\"creative_excution 3\" \n      class=\"w-[15rem] object-cover rounded-lg shadow-md\" style=\"margin-bottom: 0\"\n    \/>\n    <img decoding=\"async\" \n      src=\"https:\/\/blogs.makerrs.com\/wp-content\/uploads\/2026\/03\/exicom_cs_4.jpg\" \n      alt=\"creative_excution 4\" \n      class=\"w-[15rem] object-cover rounded-lg shadow-md\" style=\"margin-bottom: 0\"\n    \/>\n    <img decoding=\"async\" \n      src=\"https:\/\/blogs.makerrs.com\/wp-content\/uploads\/2026\/03\/exicom_cs_5.jpg\" \n      alt=\"creative_excution 5\" \n      class=\"w-[15rem] object-cover rounded-lg shadow-md\" style=\"margin-bottom: 0\"\n    \/>\n  <\/div>\n\n  <div class=\"block md:hidden grid grid-rows-[0.2fr_0.2fr_0.2fr_0.2fr_0.2fr_0.2fr] \n              grid-cols-2 md:grid-rows-[0.15fr_0.28fr_0.37fr_0.20fr] md:aspect-[1260\/787]\n              md:grid-cols-[0.17fr_0.25fr_0.333fr_0.247fr] aspect-[343\/586] w-full\n              mt-[70px] mb-[10rem] gap-x-[2rem] gap-y-[9rem]\">\n\n    <div class=\"!row-start-3 col-start-1 row-span-2 md:row-span-1 relative\">\n      <img decoding=\"async\" \n        alt=\"\" \n        loading=\"lazy\" \n        class=\"w-[15rem] object-cover rounded-lg shadow-md\"\n        src=\"https:\/\/blogs.makerrs.com\/wp-content\/uploads\/2026\/03\/exicom_cs_3.jpg\"\n      \/>\n    <\/div>\n\n    <div class=\"row-start-1 row-span-2 md:col-start-3 md:row-span-3 relative\">\n      <img decoding=\"async\" \n        alt=\"\" \n        loading=\"lazy\" \n        class=\"w-[15rem] object-cover rounded-lg shadow-md\"\n        src=\"https:\/\/blogs.makerrs.com\/wp-content\/uploads\/2026\/03\/exicom_cs_1.jpg\"\n      \/>\n    <\/div>\n\n    <div class=\"row-start-4 md:row-start-3 col-start-2 row-span-2 relative\">\n      <img decoding=\"async\" \n        alt=\"\" \n        loading=\"lazy\" \n        class=\"w-[15rem] object-cover rounded-lg shadow-md\"\n        src=\"https:\/\/blogs.makerrs.com\/wp-content\/uploads\/2026\/03\/exicom_cs_4.jpg\"\n      \/>\n    <\/div>\n\n    <div class=\"row-start-5 row-span-2 col-start-1 relative\">\n      <img decoding=\"async\" \n        alt=\"\" \n        loading=\"lazy\" \n        class=\"w-[15rem] object-cover rounded-lg shadow-md\"\n        src=\"https:\/\/blogs.makerrs.com\/wp-content\/uploads\/2026\/03\/exicom_cs_5.jpg\"\n      \/>\n    <\/div>\n\n    <div class=\"row-start-2 col-start-2 md:col-start-4 relative row-span-2 md:-translate-y-6\">\n      <img decoding=\"async\" \n        alt=\"\" \n        loading=\"lazy\" \n        class=\"w-[15rem] object-cover rounded-lg shadow-md\"\n        src=\"https:\/\/blogs.makerrs.com\/wp-content\/uploads\/2026\/03\/exicom_cs_2.jpg\"\n      \/>\n    <\/div>\n\n  <\/div>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Copy &amp; tonality<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Next, we crafted a tagline that brings it all together:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Choose smart. Charge smart.<\/em><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Crisp. Sticky. Universal. A positioning that bridges industrial scale with everyday experience. When you choose Exicom, you&#8217;re choosing intelligent charging solutions that prioritize design, efficiency and sustainability.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The tone of voice had to strike the sweet spot: geeky when needed, bold when the moment calls for it. For instance:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>\u201cWhy should smart be boring?\u201d<\/em><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>\u201cEveryone said it\u2019s impossible. So someone had to do it.\u201d<\/em><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Background Electric mobility isn&#8217;t a niche anymore. It\u2019s mainstream, and brutally competitive. What used to be a commodity race, has morphed into a brand game. Exicom\u2019s EV chargers find themselves in this new landscape. Once viewed as a technical utility, EV chargers are now expected to combine experience, design, and intelligence. The market is evolving [&hellip;]<\/p>\n","protected":false},"author":23,"featured_media":2259,"template":"","meta":{"_acf_changed":false},"categories":[305,114,306,307],"tags":[115,275],"company":[304],"usage":[],"class_list":["post-2256","works","type-works","status-publish","has-post-thumbnail","hentry","category-brand-transformation","category-design","category-e-mobility","category-visual-identity","tag-design","tag-featured","company-exicom"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Exicom Brand Refresh: Choose Smart. Charge Smart. - Rb Global blog<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Exicom Brand Refresh: Choose Smart. Charge Smart. - Rb Global blog\" \/>\n<meta property=\"og:description\" content=\"Background Electric mobility isn&#8217;t a niche anymore. It\u2019s mainstream, and brutally competitive. What used to be a commodity race, has morphed into a brand game. Exicom\u2019s EV chargers find themselves in this new landscape. Once viewed as a technical utility, EV chargers are now expected to combine experience, design, and intelligence. 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