PULSE
Brand Strategy • Brand Positioning • Naming • Visual Identity • Brand Platform • Sustainable Mobility Brand
FABIO FABITOS + RICARDO CALEGARI + GABRIEL DEZORZI
PULSE was conceived to bring the discussion of urban mobility to the center of the conversation, reducing its negative impact on people’s lives and presenting sustainable solutions capable of transforming our relationship with cities and the planet.
The brand was created as an alternative electric mobility company, with the purpose of rethinking how we move through large urban centers by offering solutions driven by consciousness, technology, and quality of life.
The Challenge
Urban mobility is one of the greatest challenges faced by modern cities. Congestion, pollution, and inefficient transportation systems directly affect people’s well-being and environmental sustainability.
The challenge was to strategically structure a new brand within the electric mobility ecosystem, defining its positioning, value proposition, and differentiation, while aligning innovation, sustainability, and real impact on everyday urban life.
The Process
The project began with an in-depth market study of both the national and international electric urban mobility landscape.
Key activities included:
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Mapping direct and indirect competitors
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Analysis of the most promising segments and products
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Evaluation of municipal, state, and federal legislation related to mobility and alternative energy
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Research with consumers and industry players
This phase allowed us to identify opportunities, risks, market gaps, and viable paths for the brand’s implementation and growth.
Based on these insights, we developed the complete Brand Platform, defining:
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Brand purpose
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Brand archetype and personas
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Tone of voice and brand narrative
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Brand territory
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Brand naming: PULSE
From this strategic foundation, I led the creation of:
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Visual identity system
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Brand manifesto
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Brand guidelines
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Communication materials for digital and physical channels
The Result
A strategic branding project that is modern, relevant, and deeply connected to the challenges and aspirations of an increasingly conscious and demanding audience. PULSE was positioned as a brand that combines sustainability, innovation, and urban intelligence, reinforcing its role as an active contributor to the future of electric mobility and more livable cities.
