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CoreVoice was approached in April 2023 by Chara, which was making sustainable rare-earth-free motors that serve as a replacement tech for Permanent Magnet (PM) motors.
Rare earths are a class of minerals that are "rare" in the ore and therefore consume an incredible amount of energy and water to extract. To extract a small amount of the mineral, a really large amount of ore is needed. This makes rare-earth-free motors better for the environment, by miles. Further, rare-earth trade is controlled by a few countries, and this leads to geopolitical and other supply risks.
When we started as a startup, all we had was the story. And the early story we had was very messed up. It was not at all clear.
Bhaktha Keshavachar, Founder & CEO, Chara
CoreVoice's job was to diagnose why Chara's story was not resonating with the target group, and fix it. Chara needed to attract investor interest, make early sales deals, and fast. Chara's pitch was part tech, part narrative, and was exactly the kind of mix that CoreVoice is good at working with.
When we met CoreVoice, it was instantaneously, we knew that you guys come with a background of working in a deep tech sort of space.
Visisht Veldurthy, Marketing Manager, Chara
Getting to the Core of Chara’s brand
Our first challenge was to dig deep and uncover the essence of Chara's brand. We conducted multiple brand exercises with Chara's key team members - to gather information and insights. We delved into crucial questions, like these:
- Why did the founders start this business?
- What change do they want to see in the world?
- How are they making life better for their customers?
A Concept and an Identity
Bringing together a company's core into one simple line is a tough but critical task. We tried many different options and settled on one idea: "reimagining motion." We wanted to add dynamism to their identity, in addition to the idea that the team was thoughtful and inventive.
Our next task was to create a logo that would portray "reimagining motion." In the following weeks, we analysed the relevant logo-space identifying key trends and patterns, explored a wide range of design concepts, including metaphorical, metonymic, and synecdoche approaches, and kept iterating with the client. We experimented with a range of font families, from Helvetica's sleek lines to Poppins and Montserrat's modern sensibilities. Each typeface was evaluated for its ability to convey Chara's values of innovation, reliability, and forward momentum.
We then developed several palette options, each carefully considered for its psychological impact and market differentiation. We sought a balance between professionalism and innovation, ultimately aligning Chara’s choices with the United Nations Sustainable Development Goals to reinforce their commitment to global progress.
The final logo, featuring an italicised font and a circular element with slots, effectively captured the essence of motion that Chara wanted to convey. Visisht Veldurthy enthusiastically shared, "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 closely with the Chara team to make sure that the work we put together is getting implemented into their decks, pitches, and conversations. "Motion Reimagined" was meant to set the stage for the conversation. This shift in focus from being just rare earth-free to reimagining motion in the EV space was a game-changer.
The impact was immediate.
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.
Bhaktha Keshavachar, Founder & CEO, Chara
CoreVoice also helped Chara develop its brand personalities and brand promise, emphasising:
- Powerful, integrated motor systems
- Cost efficiency
- Low energy consumption
- Locally sourced raw materials
- Low carbon footprint
We also created comprehensive communication guidelines for Chara, including:
- Do's and Don'ts for clear, respectful, and authentic communication
- Writing samples reflecting the brand's tone of voice
- Messaging pillars focusing on energy efficiency, sustainability, and purposeful design
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.
Visisht Veldurthy, Senior Marketing Manager, Chara
The Chara-CoreVoice partnership extended beyond brand development to include exhibition support, website redesign, and the creation of various marketing collaterals. Every step of the way, we ensured we were aligned with their vision and goals.
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.
Mahalingam Koushik, Founder & CTO
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