Electric vehicles are still a new prospect, as few are acutely aware of the opportunities being offered, and those up to speed have limited access to resources for implementation. Evolve Houston strived to create a relatable brand unlike other “go green” campaigns, uniquely tailored to the cultural pulse of Houston, TX and the surrounding area. The initiative also had to serve as a glowing example for other cities, and expand the scope of the conversation to create a positive influence across the country.
Evolve’s new experience needed to impress and excite from the moment the user journey begins to fully articulate the value of these benefits and inspire people to take action in an initiative that will significantly improve the quality of life in their city – and the planet as a whole. It’s a lofty goal for a website to drive this much investment and encourage lifestyle changes at scale, so a strong UX/UI was absolutely essential.
Our team knew the on-page experience had to be incredibly immersive to get the level of community buy-in needed for the program to ultimately succeed. The right foundation was critical, which is why Evolve’s site had to undergo a complete overhaul – from the first few seconds of reaching the homepage, the organization’s enthusiasm and futuristic outlook regarding electric vehicles needed to be palpable and contagious. The design needed to inspire the visitor enough to spend time educating themselves on these benefits as well was take initiative, so the first impression needed to elicit a high degree of interest.
It was a challenge for our New York-based team to create a culturally relevant aesthetic for another city, prompting us to dive deep into collaborative research with Evolve to ensure each piece of content would resonate with the target audience. Large, “Bigger in Texas” style text accompanies the most well-known scenic views in Houston, which the team researched and curated in collaboration with the client. This was a delicate balance of studying best practices on a nationwide scale while keeping a keen eye on opportunities to inject local flavor wherever possible.
These dynamic pieces of content allowed us to incorporate green into the color palette without blending into the sea of environmental initiatives competing for community attention and support. Bright colors such as purples were used to accent key page sections and create an electrifying presence not commonly achieved with other environmental digital experiences.