A bold brand and launch campaign for the electric vehicle with real personality.
GWM ORA is the electric vehicle with genuine personality — and the brand needed to match. I created a confident visual identity and launch campaign built around a distinctive wordmark, a fresh colour palette and a tone of voice that felt human, witty and self-assured.
The system was designed to flex: from bold out-of-home and press placements to QR-led activations that drove people straight to the website. Every touchpoint had to make a newcomer to the market feel instantly established and impossible to ignore.
The result is a brand with character — playful where it can be, premium where it counts — giving ORA a clear, ownable voice in a crowded EV market.