OPTIMAL ENERGY Design & Branding THE JOULE DRIVER DISPLAY by Coley Porter Bell, RF4D

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THE JOULE DRIVER DISPLAY

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Industry Cars
Media Design & Branding
Market United Kingdom
Agency Coley Porter Bell
Creative Director Janet Kinghorn
Designer John Kubale, Mike Sydenham, Kara Wertschnig
Agency RF4D
Released March 2010

Credits & Description

Category: Offline Digital Design
Advertiser: OPTIMAL ENERGY
Product/Service: SOUTH AFRICA'S FIRST ELECTRIC CAR
Agency: COLEY PORTER BELL
Agency: RF4D
Date of First Appearance: Mar 2 2010
Entrant Company: COLEY PORTER BELL, London, UNITED KINGDOM
Director of Sales & Marketing: Diana Blake (Optimal Energy)
Creative Director: Janet Kinghorn (Coley Porter Bell)
Designer: John Kubale (Coley Porter Bell)
Designer: Kara Wertschnig (Coley Porter Bell)
Designer: Mike Sydenham (Optimal Energy)
Media placement: Driver Display - 80th Geneva Car Show - 2 March 2010

Describe the brief from the client
Design a category challenging electronic driver display for South Africa’s first fully electric car, The Joule.

Describe the challenges and key objectives
The Joule is an electric car (no sound or key, only a forward/reverse gear box) making the driver experience unlike anything before. A key objective was to connect the driver to the car and help them navigate this new way of driving.

In a petrol car, you understand how things work and are familiar with the interface. With an electric car, there is a new set of criteria which need to be read e.g. battery charge, kilowatts regenerated through braking. Our second objective was to integrate this new information with more familiar features into a display that was strangely familiar.

Describe how you arrived at the final design
It is based on an organic circuit board split into three simple areas - battery, speedometer, energy consumption. The shape of the binnacle informed the final design and layout.

The Joule is really quiet so we wanted to build into the interface a way for the car to show you when its doing something - press the start button and the screen lights.

The constraints of digital displays became opportunities - jagged pixelation distorts moving lines so we made the speedometer visually move forward and back, instead of the usual dial moving from left to right.

Give some indication of how successful the outcome was in the market
The Joule driver display has been positively received by journalists and consumers alike.

A recent article in Carmag.co.za suggests the driver display is doing its job, “Surprisingly for a vehicle with as much unconventional technology as the Joule, it doesn’t take long for the driver to become accustomed to the settings and layout of the various functions".

Diana Blake, Marketing Director of Optimal Energy says, “In building a car from scratch we are not limited by legacy technology or thinking. The Joule driver display is functional but also does something new in an area that is often generic and dull.”