Reimagining Electric
Transportation &
Shifting Perceptions.
Creative Direction
Brand Strategy
Brand Design
UX Strategy
UI Design
Motion Design
Social Strategy
Photography
Credits - Former co-workers David Friend and Zero Motorcycles CEO, Sam Paschel teamed up with us to reimagine the future of two wheel transportation. Forrest Harakawa and provided his amazing photographic eye and the support of his dedicated crew. Sales and Marketing team Chris Metcalfe, Dan Quick, Chris Heimbuck, Shannon Rohan, and TJ Aguirre provided invaluable insights. A big thanks to photographer & video director, Dean Bradshaw and dp, Douglas Porter for producing one hell of a 2019 launch video. Music by Marmoset. Jodi Glover-Thiel produced and provided strategic writing for the project. Kevin Evans created the final brand design and Kylie Freeman lent design support. Zack Dougherty crafted meticulous 3D renders. Photography, Creative Direction, UI and Social Strategy led by Toby Grubb.
In 2006, former NASA award-winner Neal Saiki generated one of the greatest tipping points in EV and motorcycle culture. The electric motorcycle shifted from the realm of fantasy to a reality.
A decade later, Zero Motorcycles is the leading producer of EV bikes worldwide. Based out of Scotts Valley, California, Zero is present in all major markets and making significant waves in the powertrain industry. We partnered with them to tune the brand to match the product—innovative and unapologetic. Ultimately, we empowered Zero to architect the next evolution in personal transportation.
We believe that
A cultural value shift is occuring,
from objects to experiences.
Before twisting the project throttle, we connected with our favorite riders and enthusiasts to test our concepts. We put a Zero EV bike beneath them for the first time and recorded the results. The overwhelming response was lovingly coined "grown-ass giggles". We concluded, and experienced firsthand, that regardless of discipline - street, super sport, chopper, or motocross - Zero provokes an unrivaled sense of pleasure and purity, even in the most hardened skeptics.
"It's quiet so you have this whole new meditative experience of riding."
.
Anjuli "Kiki" A., Motorcycle Enthusiast & Influencer
"I sat down and looked at the numbers and it actually works out. This thing is going to pay for itself."
.
Dyer C., New Zero Owner
Our field research and consumer data synthesis also shed light on a critical cultural value shift (from objects to experiences) and solidified the driving brand narrative. “Silicon Valley tech paired with the grit and soul of motorcycle craft” became the guide for messaging, strategy, and design.
We chose to carefully evolve the existing wordmark to minimize brand dysphoria. Characters were refined, angles removed, curves consolidated, and general legibility increased resulting in a timeless, reliable mark.
The Shift logo, on the other hand, was a leap into the abstract—the physical, emblematic representation of worlds colliding to create anew. Hand-built and high-tech. Analog and digital. Historic and new.
Comprehensive strategy, logic, and guidance - from sales sheets to the bike's dashboard - ensured a consistent, premium brand experience across touchpoints.
"I read the brand book cover to cover. The brand consulting firm that put this together did great and was well worth it. Very impressive. The voice of Zero is clearly emerging."
Philippe Amouyal, Zero Motorcycles Board Member
Managing Director of The Invus Group, LLC
Beyond standard guidelines, we also built a social playbook complete with engagement-boosting plans for seasonal campaigns, user contests, consumer outreach, and brand collaboration. We iterated on the shift concept to create a compelling visual feed, and prioritized stories and IGTV on Instagram. Meanwhile, Twitter became a source for press and Facebook served as a communication portal for current owners and pushing test rides.
This was a project of serendipity and leaps of faith. We often pulled photo shoot direction together overnight, jumped on flights in a moment's notice, even toured the country armed with a dual sport motorcycle and camera to capture assets worthy of the art direction. The outcome was consistently worth the leap.
The results of our ongoing partnership have been astounding: a smattering of brand related press; a game-changing 2019 product kitted out with an identity to match; collaborations that pushed concepts to greater lengths; supporting the Zero team—a dedicated crew relentless in their craft; and a board thoroughly thrilled with possibilities on the horizon.
We continue to do immersive research with consumers, riders, and employees to improve our executions and course correct along the way.
