Evias — The road is the charger. The brand had to make that believable.

Evias builds a technology most people have never seen: roads that charge electric vehicles while they drive, through a rail embedded in the surface. A genuinely new category, and a hard one to make anyone feel anything about. The electric-road industry looks the way most infrastructure looks. Complicated, technical and grey grey.

The job was to give that invisible thing a visible identity, and to make a young company feel like the leader of the category it was inventing. So we built the energy into the brand itself. The V and A in the logo became two mirrored arrows, pointing at the direction of the road, the flow of the current, and the movement of the vehicle all at once. Put the arrows together and they form an E. Pull them apart and animate them and they read as electricity moving through the rail.

The company began as Elways, a Swedish deep-tech pioneer built on Gunnar Asplund's in-road charging patents. We rebuilt it from the name up: new name, new identity, new expression for a company inventing its own category. In 2024 Evias was acquired by French owners, and the technology now runs on public roads in Sweden and France.