Gogoro
Inspiring change through smarter performance.
A startup on a mission to revolutionizing urban transportation with sustainable, smart solutions, Gogoro asked us to partner with them to build a truly global brand that would speak to the next generation of progressive urban commuters around the world.
As Strategy Director at Cinco Design, my team was responsible for helping craft the brand platform and positioning, brand architecture, messaging, consumer experience, website, and go-to-market strategy to bring the Gogoro brand to life.
To begin, I partnered with Taipei experts to understand regional riding and buying habits and develop comprehensive personas for each target segment.
In urban mega cities like Taipei, scooters are an indispensable part of the transportation ecosystem, and the company's mission is to put smart, portable electric power within reach of every urban rider in the world.
To achieve this audacious goal, we knew that Gogoro first had to win the hearts and minds of the New Nexts—the adventurous, mega-city scooter enthusiasts who seek speed and status
We knew that if we could win them, their influence would help us reach the everyday working-class commuters who rely on scooters for essential mobility. This meant developing a Brand Platform that communicated more than just clean energy. The Gogoro brand experience needed to be smart, enjoyable, and holistic.
Building on this strategic foundation, I worked closely with leadership to develop a galvanizing Messaging Framework and brand Design Principles, which guided our go-to-market campaign strategy.
Together we brought the company’s vision to life through a modern brand identity and digital presence and an innovative retail store launch, designed to attract early adopters, engage fast followers, and increase brand awareness among Gogoro’s strategic growth segments.
Over the course of two years partnering with the incredible team at Gogoro, we introduced the world to the Gogoro Smartscooter and the Gogoro Energy Network—a modular battery-swapping refueling platform for urban electric two-wheel scooters, mopeds, and motorcycles.
The launch campaign generated a wealth of excitement for the startup; from crowded retail openings and standing-room-only weekends to half-day waits at test drive events.
The website launched to a global audience and was recognized by FWA.
Gogoro went public through a merger with Poema Global Holdings Corp, and is now listed on the Nasdaq. Gogoro's IPO valued the company at more than $2.3 billion.