Portland General Electric

Charging Into the Future


Portland General Electric not only is a leader in clean energy solutions in the Pacific Northwest, they want to be at the center of electric mobility. To be a pioneer in this space, PGE needed to walk the talk by helping to enable the transportation electrification marketplace transformation. Part of this initiative entailed establishing a network of electric vehicle charging stations. PGE engaged us for consultative expertise and strategic guidance to create an iconic electric mobility extension of their brand with these charging stations.

capabilities tested

Brand Strategy

exploration stage


EV charging stations are the future gas stations of transportation. We needed to make these stations easily recognizable to potential users, even when traveling down the road, and appeal to not only electric vehicle early adopters, but to also gain the attention of all types of vehicle drivers who could be transitioning to electric vehicles in the future. Unlike a new start-up, PGE had the advantage of an established, well-respected brand we could leverage, giving consumers the comfort of knowing they were using services from a provider they could count on. Our creative visionaries used these insights to create a number of different solutions to the problem, crafting approaches that addressed communities, the green movement and more while staying true to the brand.


Developed in tandem with our Full Clean Ahead (FullCleanFuture.com) strategic campaign for PGE, the approved Electric Avenue charging station design debuted at TriMet’s Sunset Transit Center and in the City of Milwaukie. The new design helped elevate the brand experience and electric mobility focus of PGE and continues to be work people are talking about. Today, PGE is operating seven electric charging locations with more on the way.

electric bus at charging station