The Power of Community

Movel, an Oslo-based charge point operator (CPO) for electric vehicles, specialises in solutions for housing communities and businesses. In 2022 the company, together with the consultancy Skavl, approached Nonspace to develop its brand, strengthen its market position and grow its market share.

Together with Movel’s team, including employees from every part of the business from technology to sales, we carried out a thorough review of the company’s value proposition and vision. The process covered market analysis, insight into customer preferences and needs, and an assessment of how the green transition affects energy, infrastructure, transport and smart cities.

The result was a complete rebrand, with the brand concept “The Power of Community” forming the basis for the visual identity and communication platform. The new brand was implemented and prepared so Movel’s team could easily put it to use.

Movel plays a key role in the green transition by offering smart EV charging across multiple charge points. We saw its energy hubs as a glimpse of the future, where electric cars act as moving batteries and Movel meets the need for advanced energy management and sales.

In a market dominated by large players, often owned by power companies and hardware suppliers, Movel had to make its hardware-agnostic position clear. The flexibility to work with different charging solutions, combined with a strong focus on fair cost sharing for residents in housing communities, set it apart. Standing out in a highly competitive market with large, established competitors still required creative and targeted marketing.

Another challenge was selling the service to housing cooperatives, where decisions often carry high social risk for board members. Although Norway leads the world in EV adoption, private charging infrastructure is still a growth area with great potential.

We were inspired by the idea of cars as “mobile batteries”, a concept that fits the vision of smart cities. The solution focused on the human story of community, at home and at work, and how that story can motivate responsible change in our neighbourhoods. The interplay between cars and people, and between residents and employees, can contribute to a sustainable transition to a greener future.

To create an inspiring brand story, the team, including Gareth Holt from London, designed a system that communicates Movel’s message to local communities. The visual identity is integrated across the whole customer experience, from first contact to daily use. The design makes the service easy to understand and communicates Movel’s value clearly. The colour palette was chosen based on insight into consumer associations and the competitive landscape, to ensure both recognition and relevance.

After launching in the fourth quarter of 2022, Movel grew its customer base by 180% in the first year, from 3,166 in 2022 to 8,857 in 2023. Revenue from energy sales rose from €1 million to €2.9 million.

Going into 2024, Movel had capacity to handle 1.2 million kWh of charging every month, contributing to an annual reduction in CO2 emissions of more than 10,000 tonnes.

In May 2024 the company was acquired by Aneo Mobility, one of Norway’s largest charge point installers and operators for housing cooperatives and condominiums. Movel continues as an independent brand after the acquisition.