In the lead-up to its Series A, AEM had a market-leading offering and a sizeable customer base, but an outdated, overly techy identity. It had a logo and a basic colour palette and very little else: brand assets and visual language were largely non-existent, and with few usable visuals its products looked as if they were still at concept stage. That made it harder to hold credibility in conversations with investors and customers.
To establish AEM as a legitimate, confident and ambitious challenger in automotive manufacturing, both the brand and the website needed a revamp.
We came in with a fresh perspective and a clear goal: turn the logo and colours into a coherent, usable visual language. Taking our cue from the logo’s minimalist, geometric style, our designers developed the fundamental components and guidelines for both brand and website, from colour usage, iconography and layout to animated interactions, navigation and forms. Together those rules and assets became the foundation of AEM’s elevated identity.
The hardest part was communicating AEM’s inherently complex offering. It wasn’t enough to claim the products were the smartest, greenest and most powerful on the market; we had to show it. We developed a distinct style of 3D product render that blends material realism with a premium, high-polish feel, and exploded-view animations that make it easy for anyone to understand each product’s composition, function and key benefits.
To make the brand more aspirational, we added abstract and objective 3D assets that visualise energy and movement, alongside an illustrative image set that expresses AEM’s values and product features.
Thank you to all the team at Outfly for being so supportive at every step. Your creativity and vision has really helped bring our brand to life.
Paige Almack, Marketing Executive, Advanced Electric Machines
The result is a premium, precise look and feel built on the core foundations of AEM’s original brand. AEM has secured backing from the UK Government, and in November 2023 it announced a £23 million Series A.
Outfly, a London brand, marketing and product agency, led AEM’s brand and website overhaul in 2023, including 3D product renders and animation.
A visual language and guidelines built from the existing logo, a new website, iconography, 3D product renders, exploded-view animations and abstract 3D assets.
AEM has secured backing from the UK Government, and in November 2023 it announced a £23 million Series A led by Legal & General Capital and Barclays Sustainable Impact Capital.
Its products were complex and, with few usable visuals, looked as if they were still at concept stage. Premium 3D renders and exploded views made them easy to understand.
