When we started our company, there was no product. All we had was the story. And the early story we had was very messed up. It was not at all clear.
GTM Sprint · Chara
Adding Motion to Chara Motors' GTM
Chara, which makes sustainable rare-earth-free motors, approached CoreVoice in 2023 for a reGTM exercise.
High performance Permanent Magnet Motors (PMM) use rare earths. These are minerals which are scarce in ore and consume enormous amounts of energy and water to extract. This makes rare-earth-free motors significantly better for the environment and the pocket. Further, rare-earth PMMs are sold by only a few countries, creating geopolitical and supply chain risks.
CoreVoice's job was to diagnose why Chara's product story wasn't resonating and fix it. Chara needed to close early sales deals, and attract investors.
When we met CoreVoice, it was an instant connection. We knew that you guys come with a background of working in a deep tech sort of space.
Getting to the core of Chara's brand
We ran multiple brand exercises with Chara's key team members, asking why the founders started the business, what change they wanted to see, and how they were making life better for their customers. We argued about the company's DNA, archetypes, communication pillars, and the like.
A concept and an identity
After exploring many directions, we settled on one positioning idea: "Motion Reimagined" - this company is about reimagining the idea of motion itself. This allowed us to add dynamism to their identity while retaining the a thoughtful and inventive vibe.
From there, we developed a logo to match. We analysed the current logo space in the category, explored a range of design concepts, and kept iterating with the client. We tested font families, evaluated colour palettes for psychological impact and market differentiation, and aligned Chara's visual identity with the UN Sustainable Development Goals.
The Chara, however it is written, is italicised. I think it represents motion perfectly. And the circle itself, with the slots in between, clearly showcases motion.
More than just a new logo
We worked with the Chara team to ensure the work got implemented into their decks, pitches, and conversations. "Motion Reimagined" set the stage for every discussion. The shift toward reimagining motion in the EV space changed how audiences received the story.
We used the updated deck for presenting to the partners of one of our investors. And we got very good feedback from our investor that even the non-technical people in the audience were able to very easily understand what we were doing.
We also helped Chara develop their brand personality and brand promise, and created communication guidelines covering tone of voice, writing samples, and messaging pillars around energy efficiency, sustainability, and purposeful design.
- Powerful, integrated motor systems
- Cost efficiency
- Low energy consumption & carbon footprint
- Locally sourced raw materials
A true partnership
It felt like I was working with my own team. It felt like you guys are always present and as enthusiastic and hardworking as all of us over here at Chara to make Chara great.
The partnership extended to exhibition support, website redesign, and marketing collaterals.
What is different about working with CoreVoice is that they actually understand exactly the purpose of what we are doing and why we are doing that. And their work is centred around highlighting that purpose.
Have a story that isn't landing yet?
We've done this before. Let's find the frame that makes it work.