Jilly Equipment is a startup manufacturing highly specialized equipment (battery carts, lifts, storage) for the rapidly growing Electric Vehicle (EV) industry. The main objective was to establish instant trust, precision, and authority in a high-stakes B2B market dominated by established, yet visually outdated, competitors. The brand had to look as reliable as the equipment it builds.
My design approach focused on strategic simplicity to convey competence:
Geometric Precision: The logo mark is built on strong, minimalist geometry, mirroring the engineering precision required in EV manufacturing. In B2B, a clean visual identity directly communicates competency and reliability.
Strategic Color Palette: We utilized a focused, high-contrast palette: Brilliant Blue and Jet Black establish technical authority and power, while the Bright Red Orange is used strategically for accents – signaling safety, energy, and high-voltage connections critical in the EV space. Basalt Grey provides a stable, industrial foundation.
Technical Typography: A strong, technical sans-serif typeface was selected to anchor the brand, emphasizing structure and professionalism over decoration.
The completed identity system provides Jilly Equipment with the professional visual authority needed to successfully secure large B2B contracts. The brand is positioned not just as a supplier, but as a modern, forward-thinking partner for the future of electric mobility.
Services provided:
Brand Identity / Stationery / Merch
