Humanizing AI
The future may be AI, but the present is all about infusing a heartbeat into it.
Impel’s Journey to Capture an Industry
Impel had been on a 10 year path of success in the Automotive AI industry. Sales have grown exponentially. The brand had not. We fixed that.
Elevate To Enterprise
All start-ups inevitably go through similar phases of growth, at least successful ones do. Phase one is scrappy – get things done, push product out, go fast, grow, grow, grow. But once that growth has a company on the cusp of an enterprise-level foundation, everyone needs to be on board with what that means. In content development and branding that means a new way of thinking.
“How do we meet that enterprise-level foundation and prepare for the future? How should we look, sound, and feel to our audience?”
The balance is staying true to the heart of a company’s ethos while boldly propelling it into a new phase – through big brand thinking.
Pushing Boundaries
The unknown is difficult for companies. When it comes to content and a new vision for how it comes to life, there needs to be a release of the safety net. Within this mentality comes a wealth of new ideas and ways to capture an audience. We sought to be seen as a leader in the industry. A visionary brand that not only had the tech to back up our position, but a organization that confidently stood on the platform as the de-facto standard in our space. The automotive tech industry was ripe for change.
Starting From Scratch
Although this was technically a brand refresh, so much of what was done in the past had to be rethought – down to an asset-by-asset analysis. The exercise required a deep dive into what the brand was – versus what it wanted to be.
In the end, we catapulted the brand presence into the future with a foundation they could grow into, not out of. You’ve heard of dressing for the part? This was buying a new wardrobe.
Standing Out In Tech
If you follow tech companies on social media, or if you’ve been targeted by their ads to sell you something, you can sometimes come to one singular conclusion: swap the logo and its just another tech company. Industry jargon and superficial, robotic visuals don’t tell a story – they stifle the elevation of a brand. Creating a defined brand statement tells a potential customer “this is us, and you should pay attention.” Period.
Leaning Into Culture
Company culture has been a hot topic, and will continue to be a part of the evolution of those that hope to sustain long-term credibility in any industry. One of the superpowers of Impel is their values, and how they come to life in their belief in the organization, each other, their community, and the causes that matter to them. The humans behind the tech – it matters.
