Creative
Web Development
Building Georgia’s First EV Media Brand from Identity Through Platform
A ground-up brand creation and platform development project that established EVNews.ge as Georgia’s first and only media destination dedicated to the electric vehicle industry, covering brand identity, tone of voice, website development with an interactive EV charging map, and a scalable social content system.
THE CHALLENGE
Georgia had no dedicated media platform covering the electric vehicle industry. EV adoption was growing, but public understanding of the technology, charging infrastructure, and available models remained scattered across general news outlets with no consistent editorial voice. Ad Geeks needed to create a brand from scratch that could establish category authority in a space where no Georgian competitor existed, while making a technical subject feel accessible to an audience encountering it for the first time.
STRATEGY
The branding approach treated EV News as a category creator rather than a content publication. Every identity decision served a dual purpose – building credibility in a new space while keeping the tone approachable enough for first-time EV audiences:
Designed a logo built around directional movement and clean geometry, communicating progress and precision without relying on literal EV imagery like charging plugs or battery icons
Selected a purple-led color palette paired with a secondary blue tone – purple signaling ambition and innovation, blue channeling reliability and forward-thinking – creating a distinct identity in a space dominated by green-coded environmental branding
Developed a tone of voice that was helpful, exploratory, and grounded in Georgian culture, avoiding the technical density that makes EV content inaccessible to general audiences
Built a brand guidelines manual covering social media templates, visual content systems, typography rules, and logo usage standards to maintain consistency as the platform scaled
Structured the website around user-first information architecture with an interactive EV charging map as the primary utility feature, giving the platform a functional reason to return beyond editorial content
EXECUTION
The website development began with UX research into how Georgian audiences search for EV information, compare vehicles, and locate charging stations. The resulting platform architecture placed editorial content alongside practical tools – the interactive charging map became the single most visited feature, giving EV owners a live infrastructure reference that no other Georgian site provided.
The deliverables covered both the identity system and the platform itself:
Deliverable | Description |
Brand identity | Logo, color palette (purple primary, blue secondary), typography system, and visual language designed for a category-creating media platform |
Tone of voice | Editorial voice framework balancing professional authority with accessible, exploratory language adapted for Georgian cultural context |
Brand guidelines | Complete manual covering logo scaling and positioning, color usage, typography hierarchy, social media templates, and visual content production rules |
Website (EVNews.ge) | Full platform build with editorial content management, intuitive navigation for first-time users, bold typography, and attention-flow-based visual hierarchy |
Interactive charging map | Live EV charging infrastructure map covering Georgia’s nationwide station network, functioning as the platform’s primary utility feature |
Social media content system | Template-based production framework for reels, explainers, educational posts, and news updates maintaining consistent brand identity across platforms |
The color palette decision was deliberate. Most EV and sustainability brands default to green. Choosing purple and blue gave EV News a distinct visual presence that communicated innovation and ambition rather than environmental responsibility alone. That differentiation mattered in social feeds where green-coded content blended into a uniform category look, while the purple-led identity stood out.
CLIENT QUOTE
“We expected a website. What we received was a fully realized platform with a clear identity and a tool people actually use. The branding gave us instant credibility, and the interactive map turned EV News into something far more valuable than a media outlet.” Elene Gabelashvili, EVNews.ge
Elene Gabelashvili, EVNews.ge
KEY INSIGHT
The interactive EV charging map became the platform’s highest-traffic feature, accounting for 38% of all site visits within the first quarter – confirming that utility-first features drive more sustained audience retention than editorial content alone when building a media brand in a new category. |
