EV Charging
With EV charging becoming a growing trend, TotalEnergies rebranded their previous brand, BlueSG, to better align with today’s evolving market and consumer expectations.
ASSETS
Key Visuals
Branding Guidelines
Social Media Graphics
Email Marketing Collaterals
Campaign Collaterals
OOH visuals
Deck Templates
ROLE
Senior graphic designer
Creative Direction
Leading 2-3 Designers
TOOLS
PowerPoint
Adobe Photoshop
Adobe Illustrator
Adobe InDesign
LinkedIn
The Challenge
In 2021, TotalEnergies acquired 1,500 EV charging points from BlueSG, marking a major shift in Singapore’s electric mobility scene. The rebrand to TotalEnergies Charging Services in October 2023 required a strong and consistent visual identity that could unify communications across all touchpoints.
The Objective
To create a marketing toolkit that not only introduced the new branding but also reassured users that EV charging is evolving for the better. The goal was to highlight progress, communicate reliability, and position TotalEnergies as a forward-thinking leader committed to improving the charging experience.
Pitch Leadership
& Multi-Concept Strategy
I led the winning competitive pitch, overseeing all creative direction and visual storytelling. My strategy centered on presenting three unique, strategically-sound campaign concepts, demonstrating our depth of thought and maximizing our chance of success. Here is how we got there, starting with the initial explorations.
Powering Progress
with Every Charge
PITCH 01
Established the brand as an industry pioneer committed to continuous improvement, connecting the brand's internal innovation directly to a guaranteed seamless charging journey for the user. The visual storytelling was built around fluidity and momentum to communicate reliability and forward-thinking evolution with every interaction. Gradient elements across the key visual symbolising progress, movement and seamlessness. Creating a more futuristic and tech look & feel
Charge Around
Your Schedule
PITCH 02
This concept directly challenged the stereotype of long EV waiting times by repositioning the charging period as reclaimed personal time for leisure or productivity. The creative strategy was user-centric, employing a central graphic focus showing the customer engaging in dynamic activities (e.g., working out). This visual contrast effectively turned a consumer pain point into a unique selling proposition, framing TotalEnergies as the enabler of life beyond the vehicle.
Driving Change
Shaping the Future Together
WINNING PITCH
This concept was specifically designed for downstream scalability and ease of implementation across the final marketing toolkit, addressing the need for a simple motif that could be easily adopted by other designers. The strategic core of this concept was the idea of "charging around your schedule," which was embodied visually through the dynamic and simple shape of the EV charging port. This port shape served as the primary, highly recognizable visual anchor, abstractly representing connection and energy transfer, and even the molecules involved in EV charging. By strategically positioning header texts around this dynamic shape, we reinforced the flexibility message. The result was a design that is both impactful and inherently usable, providing the brand with a scalable, consistent, and memorable visual identity.
My personal takeaway...
It has been a worthwhile and rewarding experience leading these creative marketing projects for TotalEnergies. Taking the campaign from strategic inception through to final delivery provided invaluable experience in full-cycle project leadership. Let's connect and collaborate!