Rethinking Brand & Product Design for a major e-mobility company.
Elli (Volkswagen Group)
Brand & Product strategy
Design Systems
2021
Elli is Volkswagen Group’s green tech brand, running one of Europe’s largest EV charging networks with over 800,000 public charging points. The Elli teams wanted their brand to feel clear, consistent, and easy to apply — from marketing to product. Over several months, I worked with them to refine their visual language, run brand workshops, and create an interactive Figma brand book that makes staying “on brand” effortless.
We started with Brand Mapping and Brand System workshops to define Elli’s core identity. A brand and product audit followed, helping us spot clutter and overlaps across design outputs. From there, we chose Figma as the most practical home for a living brand book and style guide: a single source of truth that keeps everyone aligned.
Together with the team, we also developed a unique illustration style, introducing a distinctive new element to Elli’s visual identity.
The result was a clear and practical brand framework that gave Elli consistency without losing flexibility. The interactive Figma brand book became a single source of truth for design decisions, aligning marketing and product. This foundation directly shaped the app and web experience: more coherent visuals, streamlined UI elements, and a new illustration style that added warmth and personality across screens. Together, these updates helped Elli’s digital touchpoints feel more connected, polished, and distinctly on-brand.
