ionway
A new brand for an electric future.
The start-up off to a flying start: a joint venture of Umicore and PowerCo.
The story behind the work
What was the challenge?
Battery gigafactory PowerCo supplies crucial components for Volkswagen's electric cars. Umicore supplies the raw materials for those batteries. Two ambitious companies joined forces, and the new entity needed an identity that radiates both a solid enterprise and a dynamic start-up. International, from day one.
What choices did we make?
The first part of the name IONWAY refers to the battery material, the second to the ultimate goal: travel with significantly lower CO2 emissions. Familiar and innovative at the same time. We developed primary graphic elements as a metaphor for the activities, built around build, join and excel, plus functional wayfinding icons with a consistent line weight for signage.
What did we create?
In the imagery, sunlight and lighting play a leading role: wide landscapes where winding roads follow the contours of the land. The photography shows how technology finds a new balance with nature. Across all touchpoints, IONWAY builds a fresh, forward-looking image.
