Emotiv

Amidst these challenges, the leadership transition from founder to new CEO Aaron Rivers revealed a lack of clear succession planning, emphasizing the urgent need for a compelling vision and strategic alignment in the future of transportation across automotive, aerospace, and beyond. As Rivers described this pivotal shift, "The race is changing. It's been a Nascar race for decades – some like driving around in circles. Now, we're asking our team to do Formula 1."

To guide this transformation from a traditional automotive manufacturer to a pioneering leader in sustainable mobility, the company engaged Stewart Design to help reimagine and reactivate its brand from the inside out.

Our first step was to align leadership with a clear and compelling vision: "a world where sustainable mobility is humanity's first choice – not a mandate." Similarly, Stewart Design's breakthrough brand clarity is encapsulated in the tagline: "Accelerating Sustainable Mobility," succinctly capturing the company's mission as a vehicle of positive change. These powerful ideas served as the foundation of the brand transformation – a global leader in transportation innovation, accelerating sustainable mobility for a better world.

The transformation called for a new identity to lead future innovations in sustainable mobility. "We wanted to build a brand that elicits emotion and mobility," expressed Rivers, "something that exudes power, sustainability, and distinctiveness." Coined by Rivers himself, the process culminated with the wordplay "Emotiv." Framed by the letters E and V, the name alludes to electric vehicles while ideas of "motility" and "emotion" capture the mobility company's purpose-driven nature.

At its core, the Emotiv brand identity is bold, featuring vibrant colors and powerful imagery that is both distinct and compelling. Similar to the ever-changing landscape of transportation, the Emotiv identity is marked by flexibility and high adaptability across various physical and digital applications. Ultimately, Emotiv's visual and verbal heartfelt brand expressions are infused with profound meaning, vibrancy, and purpose.

Emotiv's sleek logotype features dynamic strokes and asymmetric forms, creating a seamless flow between contrasting rounded and sharp edges. The interconnected EM ligature symbolizes transportation, while the italicized 'M' and 'V' convey dynamism and forward momentum. Additionally, the distinctive E transforms into a versatile brand icon as a standalone symbol.

As a reflection of this strategy, the vibrant color palette draws inspiration from natural gradations, radiating energy with constant evolution. The supporting colors take cues from the metallic tones of manufacturing, contributing to the distinctive essence of the Emotiv brand—a fusion of natural vibrancy and industrial sophistication. Adding to its distinctive tactile quality, the particle effect of the mesh gradient evokes imagery of ions, symbolizing the potential energy stored in batteries.

To infuse the brand's heart and dynamism into every interaction, we meticulously crafted a comprehensive set of guidelines and assets, spanning collateral, marketing, and tradeshows. Stewart Design further empowered Emotiv to articulate its story with clarity, confidence, and conviction to resonate with its future partners.

Stewart Design played a pivotal role in Emotiv's successful brand launch, marking a historic milestone for its leadership, stakeholders, and workforce. This pioneering transformation merged decades of automotive excellence with sustainable innovation, establishing them as leaders in the transition from internal combustion to electric vehicles. Set to officially launch in 2025, these advancements set the stage for Emotiv's positive impact in global transportation, sustainability – life as we know it – in the new era of mobility.