Comprehensive launch of a new B2B brand to European markets

Case Study

1. About the Company
2. Goals and Challenges
3. Strategic Actions
4. Logo
5. Brandbook
6. Content Marketing
7. UX Functional Mockups
8. UI Graphic Design
9. Web Development
10. Summary

LinQ Europe, a company with extensive 11-year experience in the electrical industry, has been specializing for years in production for the renewable energy sector and creating dedicated industrial solutions as an OEM factory. Under the leadership of its Belgian CEO, the enterprise conducts all its operations from its headquarters in Poland, combining international management with local know-how.

The end of 2023 brought a significant change in the company’s strategy. LinQ Europe began transforming its market role, evolving from a subcontractor position to the status of an independent manufacturer. The culmination of this transformation is the market launch of the first proprietary product – an innovative DC Charger for cars. This device will be offered under the newly created Cheergy brand, symbolizing a new chapter in the company’s history and its entry into the competitive market with its own technologically advanced solution.

Goals:

Development of a plan to introduce the new LinQ Europe product (car charger). The company aims to effectively and efficiently introduce chargers to the Polish, German, and French markets;
Ensuring global availability and adaptation of the new product;
Creation of a recognizable brand: building the reputation of the new Cheergy brand, which will be associated with innovation, quality, and advanced technologies;
Effective communication strategy focused on showing the value delivered to customers – by using the language of benefits;
Use of the internet for customer acquisition: website and social media;
Conducting, among others, market analysis and developing a communication strategy and visual identity materials;
Development of quality and consistency of brand image building trust: a brand subconsciously affirming reliability and cost-effectiveness in the long term.

Challenges:

Lack of effective control over marketing aspects – this particularly concerns monitoring opinions, especially negative ones, on Google My Business;
Lack of systematized actions and marketing resources – including a shortage of human resources, neglected consistency and modernity in offers and communication, lack of a brand book.

Strategic actions are the foundation of building a strong brand. Strategy acts as a compass that allows defining the company’s current position and setting the direction for future actions. It is essential for achieving set goals and realizing the brand’s mission, ensuring consistency and effectiveness of all steps taken. In a dynamic business environment, a well-developed strategy enables the brand to react flexibly to changes while keeping it on course to success.

Together with LinQ Europe, we went through key strategic stages:

Analysis of LinQ Europe’s existing brand resources and development of brand architecture, including research of current marketing and sales resources, analysis of the current structure and communication of Business Units, definition of the functional structure of Business Units, extended audit of marketing communication (4) of competition (2PL + 2EUROPE), market segmentation and/or customer types on the market;
Differentiation and competitive advantages (VRIO) for the new Cheergy brand;
Development of Communication Strategy for the new brand (Communication Style and Tone of Voice (PL + ENG), coherent strategy covering all communication areas and organized, among others, target groups (targeting and protopersonas as well as Customer Journey Map), brand messages, Value Proposition (ENG), and development of brand philosophy, consisting of mission, vision, values, goals, and commitments, formulated in both languages (PL+ ENG);
NAMING: creation of a new subbrand and brand and product name;
Creation of the new brand image by designing a modern Logo and Visual Identity System and Company Style.

Each of these stages is significant and has its place in our strategic plan.

The Logo is the visual essence of the brand’s values and identity. Therefore, a key stage of the design process is a deep understanding of the brand’s mission, vision, and values. As a marketing agency, we set ourselves the goal of creating a modern, coherent sign system for the new Cheergy brand. Our actions focused on three main areas:

We started with strategic consultations to fully understand Cheergy’s vision and goals.
Next, we proceeded to design the logo, creating a modern, professional graphic sign that faithfully reflects the values and aspirations of the new brand.
The culmination of the work was the development of a comprehensive visual identity system, ensuring uniformity and brand recognizability in all its manifestations and on all thematic portals.

Increasing brand awareness
Thanks to the new logo and coherent sign system, Cheergy can become more recognizable and distinct against the competition;
Increased engagement
The new visual identity has the potential to attract the attention of readers and advertisers, which may translate into increased engagement and sales;
Positive reception
It is very likely that both users and business partners will appreciate Cheergy’s modern and professional image.

Vertical logo

Horizontal logo

For the new Cheergy brand, we created a comprehensive brand book. Based on agreed styles, we developed all necessary elements, creating a coherent document. It contains a full visual identity system, covering specific designs, application examples, and practical guidelines regarding brand usage. This book constitutes a complete guide to Cheergy’s visual identity, ensuring consistency and professionalism in all aspects of brand presentation.

Colors: The book contains the construction of each of the dozen or so gradients developed for Cheergy. Additionally supplemented with uniform primary and secondary colors.

Typography: We described the typography used in the logo and suggested fonts for work on visual identity.

In the Cheergy brand book, we also included: examples of correct and incorrect use of the logo on photos, guidelines regarding the stylistic line, brand pattern drawing inspiration from the logo signet, and creative designs that help visualize the way the brand is presented.

As part of content marketing activities, we developed professional and effective content for the Cheergy website in six languages. Our work covered the preparation of materials in Polish, English, German, French, Spanish, and Dutch. Our actions included comprehensive editing of the product description and presentation of the brand’s mission and values, where we focused on the benefits resulting from its offer.

On the website, we focused on the presentation of chargers sold exclusively in the B2B model. We presented the solutions of the offered chargers, advantages of individual series, and prepared a report on the electric car market (according to information made available by the European Automobile Manufacturers’ Association ACEA, in 2023, for the first time, new electric vehicles surpassed diesel cars in popularity).

We also presented the advantages of investing in electric vehicle charging stations and the Cheergy company as a professional electromobility partner.

On the Cheergy website, we emphasized modernity, innovation, and used the AIDCA content architecture model (Attention, Interest, Desire, Conviction, Action), which guarantees recipient engagement and presents the brand’s offer in an attractive and substantive way. Thanks to our actions, the Cheergy website became professional, attractive, and effective in conveying key information about the brand and its products.

Our cooperation with the LinQ Europe brand on creating UX/UI functional mockups for the website was a process full of inspiration and commitment. We focused on providing users with a unique online experience.

We started with workshops, during which we deeply got to know LinQ Europe’s expectations and requirements. We established the site structure, defined sales funnels and information architecture, which allowed us to create a personalized solution.

Next, we proceeded to develop UX functional mockups, creating a prototype of the entire site. These mockups enabled practical testing of various aspects of the website, checking functionality and interaction with the user. Thanks to this, we could refine every element, ensuring an intuitive and satisfying experience for Cheergy customers visiting the site.

The UI graphic design for Cheergy was closely linked to creating a responsive website. Our goal was to create a site that looks perfect and is fully functional on both desktop computers and mobile devices, such as smartphones and tablets.

A key element of the process was the development of a comprehensive design system, which precisely defines the appearance of all service components. This ensures visual and functional consistency throughout the interface. Additionally, we created a number of elements enriching the user experience, which contributes to increasing the attractiveness and intuitiveness of the site.

Such an approach guarantees that the Cheergy website not only looks attractive but also provides optimal impressions to users, regardless of the device they use.

A professional approach to website programming is the foundation of our work. In our development team, we emphasize three key aspects: functionality, performance, and security. Each of these elements is carefully developed and implemented.

Precision in coding, use of modern technologies, and strict adherence to industry best practices are our priorities. Thanks to this, we create websites that not only meet but often exceed the expectations of clients and users. Our solutions are solid, fast, and secure, which translates into optimal user experience and effective website functioning in a dynamic online environment. Our task was to code and implement the site on WordPress according to the graphic design:

implementation of the design into a responsive website;
speed optimization and security in terms of loading speed and implementation of security best practices;
testing and deployment to the production server.

The site works quickly and effectively, ensuring comfort and convenience of use for users;
WordPress CMS enables intuitive content management by the client’s team;
Thanks to our commitment and professionalism, we delivered to the client a modern, secure, and efficient website that effectively supports their business goals.
The site is ready for future expansions and updates.

Our comprehensive actions for Cheergy included both strategic planning and creative realization, which resulted in the creation of a coherent and professional brand. We completed a number of key tasks, from market analysis and development of a communication strategy, to designing the logo and brand book.

On the website, we focused on presenting the offer of car chargers, directed exclusively to the B2B segment. We prepared content based on the benefits of using Cheergy products and a report on the electric vehicle market, highlighting the growing importance of electromobility. The application of the AIDCA model in content architecture ensured an engaging message that effectively communicates the brand’s values and offer.

Designing UX mockups and UI graphics allowed for the creation of an intuitive and aesthetic website that works quickly and securely. Thanks to our actions, Cheergy gained a modern and professional image, which increases recognizability and customer engagement. The website became an effective tool supporting the brand’s business goals, and our comprehensive approach guarantees its further development and success in the electromobility market.

We actively supported LinQ Europe in building the new brand and were ready to help at every stage of cooperation. Our agency engaged in creating a coherent visual identity for Cheergy and an effective communication strategy. Together, we built a brand that not only attracts attention but also consistently achieves business and marketing goals.