The rebrand that unlocked a billion-dollar vision.
A case study on repositioning a company for major capital fundraise.
1
New brand identity launched
100%
C-suite & board alignment
$1 Billion
Positioned for fundraise
The client
An international electric vehicle infrastructure company.
The challenge
A brand that didn’t match the ambition.
The company's initial name and brand were tied to their logistics-focused origins. However, their vision had expanded dramatically. They now aimed to create a new generation of enterprise and consumer-facing EV charging hubs (reimagining the service station for the electric era) to become a global leader in sustainable, high-end transport infrastructure.
The challenge was threefold:
Brand misalignment: The name sounded like a delivery service, not a forward-thinking, environmentally conscious infrastructure provider. The "aggressive" visual identity clashed with their new sustainable purpose.
The $1 Billion goal: The company needed to raise at least $1 billion to acquire the expensive land needed for this expansion. Their existing brand was not credible or visionary enough to attract this level of investment.
Complex stakeholder management: The rebrand required full buy-in from their board, the C-suite, all internal employees, current investors and key clients, all while managing an external branding agency.
The solution
Leading the strategic brand evolution.
My role was to act as the central strategic leader for this critical transformation, ensuring the project's success from conception to completion.
Agency and project management: I managed the relationship with the external branding agency, keeping the project on track and on budget, ensuring their creative work aligned with our strategic goals.
Internal and external communications: I was the primary communication bridge between all parties. I managed the change process, gathering feedback from employees, presenting progress to the C-suite and current investors, while securing final approval from the board.
Vision & messaging development: I worked directly with the leadership team to write the new company vision, ensuring it captured their long-term purpose and communicated a powerful story about their value to the planet and its people. This new narrative became the foundation for the entire rebrand.
The results
A new, investor-ready brand identity.
The result of this project was the successful and unified launch of a new brand identity, positioning the company for its next stage of massive growth.
Full stakeholder alignment: Through careful communication and management, I successfully achieved buy-in and sign-off on the new brand from every level of the company, from the board of directors down to the newest employee.
A future-focused brand: The new name, visual identity, and core messaging now accurately reflect the company’s ambitious, sustainable, and forward-thinking vision.
Positioned for a billion-dollar fundraise: The most critical outcome was creating a credible, compelling, and visionary brand that could be taken to the investment market to confidently begin the process of raising $1 billion in capital.
My key takeaway
"A brand is not a logo; it's a strategic business tool. This project showed that when a company has a vision that outgrows its story, the most important marketing task is to realign that story. By managing the complex process of changing a brand's identity, you create the foundation of trust and credibility required to unlock significant capital investment and transform a company's future."
Enough about other startups.
Let’s talk about yours.
My approach is collaborative, hands-on, and focused on results. If you're a purpose-driven founder obsessing over growth but not sure how to get it, I'd love to hear your story and help.