Switching ON an electric future

The world is accelerating into an electric future. Castrol provides e-vehicle manufacturers with the fluids they need to further progress the development of e-vehicles. WMH&I was asked to create the positioning, name and identity for this new brand. Taking the Castrol brand into an electric future.

WMH&I created a brand that is bright and future-focused. The 'ON' brand name and logo uses the digital toggle button - swiping from left (off) to right (on) - as inspiration. A world of electric blues with energy lines communicating progress.