ABOUT

Wottz makes cables. Really, really good ones. They manufacture a range of fully customisable, properly tested AC EV cables and chargers – all built to order for each customer’s exact setup. They’re obsessed with what they do and dedicated to their customers, who range from everyday drivers to big commercial fleets. It’s a premium proposition stacked with deeply technical expertise. It was our job to make it feel that way.

Idea
The smart, contemporary and recognisably ‘EV energy’ of the brand name was a great foundation. We wanted our visual brand to be equally clever – and equally simple. It had to feel fresh, but like a trusted British brand. Techy, but not like a clinical startup. And led by their ‘Built with Obsession’ strapline, we needed to bring through their single-mindedness, drive to iterate, and their meticulous design and manufacturing process.

Outcome
Building with ‘obsession’ means sweating the small stuff and paying razor-sharp attention to the details. Designing with AI is not that. And while Wottz had pulled together an AI logo a while back to save time and costs, they knew the next phase of their brand needed something more professional and original. The new logo is sleek and unmissable with a flash (not sorry) of signature blink-and-you’ll-miss-it Lark wit. It’s as recognisably EV as the name and as considered as their product.

We complemented their core blue with an arresting neon yellow, ownable in their space, while for the typeface we chose Centra No.1: a fresh take on cornerstone British fonts like Gill Sans and Johnston’s New Rail Alphabet. Teamed with minimalistic icons, cable-inspired typography, subtle patterns and editorial-style imagery, the attention-grabbing resulting brand is unmissable for both their audiences. It’s slick. It’s contemporary British. And it’s exactly the zap of personality the brand, and industry, needed. Since launch, conversion rates on their main Google Ads Search campaign are up 10%.

Services
Branding
Digital Design

Collaborators
Strategy: Harry Burton
Photography: RAW Pictures