Community-based EV charging

Project: Founded in 2016, Movel is an Oslo-based EV Charge Point Operator [CPO] for housing communities and businesses. In 2022, Movel and its consultants at Skavl came to Nonspace to redevelop its brand and expand its market share. The process involved reassessing the communication of the business's value proposition and future vision. Involving the Movel team, from tech to sales, we thoroughly audited the brand, market, customer preferences, and needs. The process included forecasting where the green shift will take us, covering energy, infrastructure, transport, and smart cities. The result was a total rebrand design and communication platform that their internal team could easily and inspirationally implement and manage. Challenge: Smart EV charging across multiple charge points is a key commercial entrance to the green shift. By developing these community energy hubs, Movel solves the need for advanced management and energy sales. However, prominent players owned by either power companies or hardware suppliers dominate the EV Charge Point Operator market. Theese factors created a challenge for Movel to highlight their point of difference, being open to all hardware and focusing on fairness in cost for different users within one community. It also meant needing help for increased visibility in a market dominated by louder voices. The second challenge was selling a service to committees rather than individuals. For example, selling to the board of housing cooperatives, where the prospect of making the wrong decision for a board member comes with a higher sense of social risk. Lastly, while Norway is a pioneer market for EVs, private community-based infrastructure is still a growth area. Solution: Early on, we were captivated by the idea that cars had become 'mobile batteries', an idea prevalent in the smart city conversion. For Movel, this future direction as a trusted local power supply and sales manager opens up a pioneering vision and value proposition in the market. Our solution focused on the human story of community, home and work. How can this story inspire responsible conversions in our neighbourhoods? How can our relationships with our cars and those who live and work beside us find harmony and help us transition into the green shift? In structuring an inspiring brand story to anchor this new platform, our design team, including our London-based associate Gareth Holt, formulated a system to carry Movel's message across communities. The visual identity, as a system, works throughout the customer experience. We are capturing the core of every step in the user journey, lowering the threshold, and making it easier to share the value with others. We chose the colour pallet after researching consumer associations and the competitor landscape. Effect: Launched in Q4 2022, Movel has seen a phenomenal increase of 180% in new customers in the first year, from 3 166 in 2022 to 8 857 in 2023. Resulting in a turnover in the sale of energy from €1 million to €2,9 million. A market success has led Movel to 2024, when in a month, the business processes 1.2 million KWH of charge, reducing over 10,000 tons of Co2 each year. With such excellent customer acquisition and service, the company was acquired by Aneo Mobility in May 2024, one of Norway's largest charge point installers and operators in housing associations and condominiums. The strength of Movel's brand makes it so valuable in the market that even after its acquisition, Movel will continue as an independent brand marketplace.

Bergen

Trondheim

Stian Ward Bugten

Tom Morgan

Robert Dalen

Highlights

About the project

Project

Challenge

Solution

Effect

Fagne

The Value of Sharing

The Eco Bubble

With a Spark in the Eye