Challenge: A busy playground

The rapidly growing emobility market sets a challenging playing field. Many aggressive players and a flood of newcomers competing for attention. How to win in the game? Plugsurfing’s radical idea: collaboration. The idea of winning through cooperation, becoming an architect of an alliance, was a spark of genius. This new vision set a need for a compelling brand. One with a strong sense of purpose and identity, supported by palpable storytelling to connect, inspire and attract.

Approach: Bring back the pure joy

We began by clarifying Plugsurfing’s inflection point: what had changed, where the company was heading and what truth anchored its ambition. Through cross-functional workshops involving over 80 team members, we co-created values and crystallised a shared purpose: A freedom-loving reformist bringing back the pure joy of being on the road, going on a carefree drive. Anywhere.

Positioning, ambition and competitive advantages were shaped into a clear role: Plugsurfing as the architect of the electric future — founder of a European emobility alliance.

Outcome: The most future-positive EV brand

The new identity radiates from Plugsurfing’s values and positioning. It embodies collaboration, optimism and technological ingenuity. The logo combines a bridge symbol, or is it rainbow? A word mark symbolising connection and progress towards a shared goal.

Visual language is supported by illustrations that balance boldness with humanity. The tone of voice reinforces positivity and purpose.

To bring the brand to life Werklig went on a road trip with production company and longtime collaborator Ääri – four countries, two electric cars, three ferries – capturing the journeys and the lived future of electric mobility through photography.
From merchandise to presentations and the new website, every touchpoint expresses one unified core: collaboration as the engine of progress.

Impact: From industry player to architect of the electric future

The brand transformation re-energized Plugsurfing internally, boosting alignment and belief across teams. Externally, it sent a strong message to the market: collaboration is the future of emobility.

Partners responded by joining forces to build the alliance. Plugsurfing raised the brand bar for the whole industry in its unapologetically optimistic stance on the electric future.