Zapgo – Case study
Building an EV charging brand from the ground up: Identity, voice, channels and content for a start-up with serious ambitions.
Zapgo entered the UK electric vehicle (EV) charging market with a clear and distinctive strategy: Place rapid, reliable chargers not at motorway service stations, but at the destinations drivers actually want to visit such as golf clubs, sports centres, farm shops and community venues. It’s a proposition built around the idea that charging should fit into your day, not disrupt it.
But a compelling strategy means little without the communications infrastructure to bring it to life. As a new entrant to a competitive and fast-moving market, Zapgo needed everything: A brand identity that could stand out and scale, a defined tone of voice, a website, social channels, an SEO strategy and a content engine capable of supporting both growth and credibility. Ingage was brought in to build it all.
What we built
We began where every good brand begins: With the question of what Zapgo truly stands for. Working with the Zapgo team, we developed a distinct visual identity and a tone of voice that balanced the accessible and the authoritative: warm enough to speak to drivers and local communities; and credible enough to address venue partners, fleet operators and investors.
From that foundation, we built out the full marcomms ecosystem. The new website positioned Zapgo’s destination charging model clearly and compellingly for both drivers and prospective venue partners. Social channels were launched with a content strategy designed to grow an engaged audience from scratch, mixing practical EV information, community storytelling and brand-building content. An SEO strategy was embedded from the outset to ensure Zapgo could be found by the right people at the right moment.
We also developed a robust and flexible content programme: Blogs, social posts and news stories that gave Zapgo a consistent editorial presence and the tools to tell its story as the network grew. Sales and marketing collateral rounded out the suite, giving the commercial team the materials they needed to bring new venues on board with confidence.
The outcome
Ingage ran Zapgo’s entire marketing and communications operation from brand creation through to day-to-day community management giving the founding team the freedom to focus on building the network itself. As Zapgo has grown its presence across the UK, from Somerset farm shops to Lancashire sports clubs, the brand and communications platform we built has scaled with it.
The relationship has been genuinely collaborative. As one Zapgo Strategy Lead put it: “You have been dedicated, proactive and effective partners, and it has been a privilege to bounce ideas off you.”
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