Osprey

Osprey is one of the UK’s fastest growing electric vehicle (EV) charging networks.

This Way was appointed to develop strategy and design for wayfinding and brand signage, and provide a set of guidelines to enable the concept to be rolled out rapidly and at scale across both existing and future sites.

Working alongside communications and operational teams, we carried out comprehensive audits and evaluations of the existing sites, the customer experience and brand assets to establish user journeys and requirements, information hierarchy, wayfinding principles and to set objectives for the strategy and design.

Osprey focuses on ease of use and is committed to providing safe, reliable and accessible EV charging for all.

The new site designs needed to:

• Reflect the values and vision of Osprey and increase brand presence

• Enhance user experience by being intuitive and efficient

• Be accessible and inclusive

• Have a cohesive look and feel with a consistent visual language

• Optimise navigation across varying site layouts

• Be specified to a high quality with the modularity to be rolled out at scale

The suite of designs and iconography we developed worked across multiple touchpoints including wayfinding, super-sized illuminated landmark totems, brand signs, bay demarcation and user friendly ‘point of charge’ directions for use.

We introduced a radius corner in order to connect the Osprey ‘winged’ icon to the designs creating a sense of forward movement and kinetic energy. For the landmark totems we adapted the logo to represent a ‘full charge’ as well as providing a version with integrated digital displays for real time information.

Accent colours from the brand palette subtly differentiate sign types whilst maintaining a consistent visual language, with a clear and helpful tone of voice applied across the statutory and instructional copy.

Osprey are currently expanding their UK network at rapid pace and we are proud to see our designs come to life and play a pivotal role in the EV charging infrastructure.

Photography courtesy of Osprey
www.ospreycharging.co.uk