Brand Communication
To tie together its marketing, sales and people development strategies and move the brand away from its cheerleader ‘party’ focus to a more considered position supporting creativity and commitment, Proterra developed a graphical approach for communicating the concept of ‘True Dedication’. Using a series of gritty urban scenes to reflect the cornerstones of the brand’s new values, the ‘True Dedication’ approach was subsequently taken through all elements of the company’s communication.