As Executive Design Director on a multi-disciplinary team, I helped create the brand identity for IONNA, a new EV charging network backed by seven major automakers. We developed a breakthrough strategy that subverted tech industry conventions by embracing authentic American service station aesthetics to rebuild consumer confidence in electric mobility.

This culture-shifting approach achieved remarkable results: 68% preference over competitors for a brand with zero prior recognition, faster speed to market despite coordinating seven automaker stakeholders, and exceptional industry response. The project successfully launched a nationwide charging network that looks to the past to build a better electric future.