Launching an EV infrastructure brand under compressed timelines
The situation: The Shyft Group tasked the team with launching Blue Arc, an electric vehicle brand, alongside a commercial product suite ranging from flagship EV fleet vehicles to mobile charging infrastructure.
The breakthrough
Stepping in after previous agencies failed to find strategic alignment, the team engineered a comprehensive brand platform and art direction under an aggressive enterprise deadline.
The launch was anchored by a cinematic brand video utilizing custom concept lighting, which went on to win a Telly Award. The system was supported by a modular ecosystem of launch assets delivered across all B2B and commercial touchpoints.
My contribution:
Brand Creative: Co-developed the visual identity and platform architecture to support a high-stakes commercial EV market entry.
Art & Film Direction: Art directed the award-winning brand film, overseeing the custom lighting design and visual narrative.
Production Oversight: Managed end-to-end asset production across physical and digital touchpoints, ensuring execution discipline under tight timeline constraints.