Workhorse Group, the American technology company behind one of the world’s leading air taxi developments, has announced its corporate rebrand and first strategic marketing platform.
The most recent phase of the”Work Ahead” scheme is designed to position the company as a ‘loyal, relentless ally that’s always ready to take action’.
“We are at a watershed moment as the worlds of alternative energy and transportation become further intertwined,” said Steve Burns, CEO of Workhorse.
“As more brands enter the space, having a strong marketing platform that lets workers know that Workhorse is a brand they can get behind, because we get behind them, is more important than ever.”
The new positioning and design work was concepted and produced by Grey New York.
Han Lin, group creative director of design at Grey, added: “It’s incredibly exciting to not only define the visual identity of a brand, but to do so in an emerging territory such as alternative energy.
“The Workhorse identity is a synthesis of old and new, steeped in American values of hard work and entrepreneurism. Workhorse operates in a space that is still being defined; therefore, it was important for us to be very deliberate with every design decision in order for a clear point of view to come through in everything the Workhorse customer touches.”
Later this year, Workhorse will begin pilot production for the W-15 electric pickup, which completes the daily work mission while harnessing more horsepower and torque than comparable, fuel-powered models. Additionally, they are a leader in the development of eVTOL aircraft, and have initiated the FAA type certification process for SureFly in the United States.