Pure electric performance

Detroit Electric, the first electric car company in the world, was relaunched in 2015. It needed an overhaul of its visual identity and communications platform as it geared up for the release of its first commercial vehicle, the SP:01 sports car. They realised that electric cars are still not associated with high performance and lack credibility amongst many performance car buyers.

We created a new positioning ‘Pure Electric Performance’.

A new logo was created that evolved the brand’s new colours to blue and white, whilst maintaining the futurist characteristics of the original styling. This is also the badge on the company’s pure electric vehicles, as well as on future products and customer experience.

The launch of the new brand identity was supported by a brand film and new website that allows potential customers to customise the cars.

Client: Detroit Electric
Agency: Amp
Role: Creative Director

“The new brand identity, has modernised our image to ensure it is fit for today’s rapidly evolving market, while preserving some of the magic and heritage of the original Detroit Electric brand”

Albert Lam
Chairman and CEO
Detroit Electric