NEXT GENERATION MOBILITY

Written By Mollie Maynard-Skelton

Building a global EV brand with purpose, personality and impact for Switch Mobility

The challenge

Switch Mobility was a newly formed global EV bus brand, built on over 100 years of manufacturing heritage - but entering a fast-moving, competitive and often complex market.

They needed to create a brand that balanced credibility with accessibility, communicating advanced technology and net zero ambition in a way that felt human, inclusive and engaging. At the same time, Switch needed to build awareness across multiple audiences - from investors and policymakers to fleet operators and the general public - while shifting perceptions of electric public transport and driving demand for new products.

We acted as an integrated part of the Switch team, supporting everything from smaller-scale campaigns and social content to large global product launches and international event activations. Across brand, content, events, partnerships and digital channels, we helped bring Switch’s vision, products and purpose to life for multiple audiences.

Brand & Strategy

  • Defined brand positioning, narrative and messaging - translating complex EV and net zero concepts into clear, human language

  • Developed audience segmentation and “think, feel, do” frameworks across investors, policymakers, operators and consumers

  • Created brand identity, guidelines and a digital brand hub to ensure global consistency

  • Delivered all art direction for the brand including the commissioning of illustrations by artist Leonie Bos depicting ‘the future of urban mobility.’  Bringing the brand to life, the series of illustrations depicts a friendly, approachable and future-looking mode of transport

  • Created and maintained social media strategy, reporting and channel management, including ongoing posting

Leonie Bos

Leonie Bos - ‘The Future of Urban Mobility’

Brand animation

 

Campaigns, Content & Channels

  • Supported the build and launch of the Switch website, including copywriting, thought leadership and cross culture and multilingual content

  • Established social media presence (LinkedIn, Twitter and Meta), creating a bank of high-quality content and ongoing channel management

  • Produced multiple films, animations, photography, vox pops, brochures, infographics and other editorial content to communicate product, purpose and innovation for multiple campaigns including:

    • One Year On – marking Switch’s first anniversary and driving awareness of progress, particularly among the investment community

    • All The Small Things – highlighting Switch’s carbon neutral status and the small collective actions driving progress to net zero

    • #NetZeroWeek2021 – showcasing how Switch is making electric transport accessible for all

    • #NationalApprenticeshipWeek2022 – spotlighting the apprenticeship programme and future talent pipeline in line with the Build the Future theme

  • Maintained a consistent content strategy to build awareness, trust and engagement across platforms

All The Small Things campaign video

Events, Partnerships & Product Launches

  • Led end-to-end production, content and audience engagement across all activations

  • Designed and delivered global event strategy across B2B and B2C, including COP26, MOVE21, EUROBUS, Cenex, Dubai Expo, ITT Hub and Fully Charged Live (which included a junior hub for little innovators to learn all about SWITCH electric buses!)

  • Supported the launch of the SWITCH e1, developing campaign strategy, content and event experiences across major European mobility shows including BUS2BUS in Berlin and the European Mobility Expo in Paris

  • Built strategic partnerships with organisations including Transport for London and global mobility players

  • Reinforced CEO Dr Andy Palmer’s position as a leading voice in the EV sector

SWITCH e1 launch video

The impact

  • Established Switch Mobility as a clear, confident and human centred EV brand - synonymous with accessible, zero carbon transport

  • Increased global awareness, engagement and advocacy across key audiences

  • Delivered exceptional social media growth, with followers increasing by 2,592% on Twitter (7 months), 15,706% on LinkedIn (7 months) and 191% on Instagram (9 months)

  • Delivered strong website growth, with 63% increase in website users and 74% increase in page views

  • Built a scalable global brand and marcomms infrastructure to support ongoing growth

  • Secured high-profile event presence and speaking opportunities, including COP26 and major global mobility platforms

  • Increased number of international strategic partnerships with customers and supply chain including TFL, Abellio, Kreisel and REE where joint comms activity could be leveraged

  • Contributed to the brand achieving $1.8bn valuation, establishing Switch as a unicorn

“Still Curious delivered a fresh approach to brand positioning and experiential marketing, that truly conveyed the vision of the democratisation of net zero mobility. Their insights were invaluable and they delivered all projects to the highest standards.”

Andy Palmer CMG
Founder Palmer Automotive Ltd & Palmer Energy Technology Ltd Executive Chairman Brill Power Ltd & Chairman PodPoint plc, Inobat AS, Hilo Ltd & Ionetic Lt. Former CEO of Switch Mobility

Mollie Maynard-Skelton
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