Encouraging Broader Adoption of EVs
Mobility innovator AZAK places all the vehicle drive components inside the wheel which saves space and weight with the goal of enabling faster, broader adoption of electric vehicles (EVs). As the company looked to communicate its transformative vision, it partnered with creative studio High Tide for a new identity designed to embody their mission of driving mobility forward by letting people do more with less.
“AZAK is special in that is has a very real opportunity to shift culture,” explains High Tide’s Founder and Creative Director, Danny Miller. “With its revolutionary and innovative technology, we wanted their pioneering mindset to be reflected in the identity. Our goal was to show AZAK’s game changing potential for a lot of existing fields and sectors.” For both the wordmark and the icon, High Tide redesigned AZAK with a very high-tech feel – with sharp and precise corners that reflect the angular and technical look of their products. The wordmark is also intentionally wide and extended with low crossbars in the lettering to allude to AZAK’s proprietary low center of gravity technology.
The brand icon consists of several distinct parts that highlight what makes AZAK’s mobility system unique, all inside one icon. For example, it embraces the radial symmetry of the wheel while visually signaling its design principles – with a modularity that acts as a nod to the tread on a tire and a symbol of the drive components positioned on the bottom half of the wheel. It even has an “A” hidden inside the design itself.
Diagramatic illustrations used throughout the identity further help clarify the AZAK product, and tactile product images spotlight AZAK’s obsession with only using the highest grade materials for their product and attention to detail around all of their tooled components. High Tide partnered with Palam Digital to create these very compelling and high definition product renders that help showcase all the beauty, detail and optimization that goes into the AZAK wheel and product components.
Adds Miller: “With this new identity, our team has captured the precision and ruggedness the system is built for, with sleek and inspiring technology that we hope will enable a bright future.”
