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Sparked the
electric odyssey
Extreme E

Vision to Reality.

Extreme E is a radical new racing series, which will see electric SUVs competing in extreme environments around the world which have already been damaged or affected by climate and environmental change.

The series will highlight the impact of climate change and human interference in some of the world’s most remote locations and promotes electric vehicle adoption to help preserve the environment and protect the planet. The series is set to revolutionise motorsport and sports entertainment.

Client

Extreme E

Services

  • Brand Definition
  • Visual Identity
  • Brand Launch
  • Motion Graphics
  • Brand Strategy
  • Livery Design
  • Digital Design

Website

extreme-e.com

CHALLENGE

A start-up radical motorsport series with a resounding message for change, targeting both motorsport and documentary audiences – our challenge was to build the brand embedding purpose, clear market positioning and a visual and experiential identity that could stay true to its founding ethos.

At the same time Extreme E had to establish a global media platform to showcase e-SUVs in rugged and hostile terrains and entice brands and partners to join forces in Extreme E’s bold mission.

RESPONSE

We developed a robust brand proposition informing an identity around the globally recognised ‘X’ symbol for hazard and caution.

The ‘X’ is used to indicate issues of concern or man-made destruction that lie ahead - this warning sign is placed at the heart of the logo and offers a window to areas of the planet that are under threat. It is positioned between two reflected ‘ ‘E's', representing ‘Extreme’ and ‘Electric’.

The brand’s feature colours include green and black, symbolising a contrast of climate threat against hope and a feeling of collective responsibility for the planet’s future.

RESULTS

Extreme E attracted global interest following the launch of 'Odyssey ’21' producing >70M potential readership from 571 articles, and with the reveal of locations assembling: >2,500 articles from 75 countries. On social the launch created 35M impressions, with four months of further engagement on Instagram increasing followers by 741%.

With the introduction of the drivers programme, a roster of world-class drivers have signed including Sébastian Ogier and Jamie Chadwick. Broadcasting and commercial partners are onboarding weekly as Extreme E is proving that it is a persuasive force for change.

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