Industry: Automotive Founded: 2013 Location: Gothenburg, Sweden and Hangzhou, China

Agile branding for Sweden’s fastest moving automotive company

CEVT is something as revolutionary as a joint Swedish-Chinese car development center. In the first three years of operation the office in Lindholmen, Gothenburg, has grown from 9 to around 2000 people from 25 different countries. Already CEVT plays a key role in developing cars for the future, designed for the next generation of drivers in the world’s largest car markets. CEVT develops platforms for both Volvo and Geely cars, as well as the all-new Lynk&Co.

Brandwork developed the CEVT brand platform and worked in close cooperation with the communication department at CEVT to activate the brand. To meet both the immediate and long-term needs of the fast-moving company, the brand platform is developed iteratively. We continuously deliver strategic advice, design and communication.

A fast and agile process

In 2015, CEVT chose to partner with Brandwork in order to strengthen the brand and position CEVT as a key player in the automotive industry, both in Sweden and internationally. At that moment, CEVT was growing at an astounding pace and had a pressing need to keep recruiting. The visual identity of CEVT was all over the place, and without a strong purpose and a way to communicate it, it proved hard to find and retain talent.

Our approach to the process of developing the CEVT brand became in itself characteristic of the company – lean, iterative, and always focused on getting results.

 

The quick fix – “We just need to look like the real company that we are”

The identity has a contemporary and dynamic look that gives CEVT a visual consistency and cuts through the clutter. Making the rapidly growing company look modern, interesting and for real helps attract talent and build pride. The new identity also strengthened the connection to other Geely brands and supports CEVT’s role as a quality label on Geely products.

Working backwards – developing the CEVT brand

During the year after the rollout of the 1.0 iteration of the brand identity, we worked with CEVT to establish a stronger sense of the brand. In the process, we worked with large and small groups – from junior engineers to top management. Together we developed a complete brand platform, including brand values and a brand purpose.

Activating the brand

The latest iteration of the work includes a richer identity, with for example a unique illustration and animation style. The updated identity is activated through a new web page, and a series of internal and external communication.

 

Among other things, we made a film where a group of employees discuss brand values, and a series of short animated films to explain the brand values in a fun and unpretentious way.