Propel
Next generation electric propulsion
Designing the digital interface for Propel, the most efficient electric boat motors in the industry.
Propel builds the most efficient electric boat motors in the industry. This new brand is reimagining marine propulsion, setting course for an electric future where boating is silent, nature-friendly and enjoyable.
At Dentsu Creative we created the name, positioning, identity, digital interfaces and contributed to the translation of the brand into the industrial design of the motor itself. My role on the project was leading experience strategy efforts and providing design and creative direction in the development of Propel's digital touchpoints. Namely their marketing and ecommerce website, but also their on-board motor display which gives boaters real time insight into power consumption, state of charge and error handling.
Year
2021
Agency
Dentsu Creative
Contribution
Experience strategy, requirement gathering, scoping, information architecture, concepting, design direction, creative direction.
Awards
Red Dot Design Award, ADCN, The FWA, Awwwards SOTD, CSS design awards
Building on Propel's visual identity, the motor display uses animated ripples to communicate power consumption and state of charge at a glance.
01 — Motor display
A minimal display for maximum clarity
Starting with the flick of a switch, the sunlight readable display tells you everything you need to know. Feedback for every user interaction, state of charge, warning messages and real-time animated power consumption graphics makes using Propel motors easy even for those with minimal boating experience, and a great choice for rental fleet operators.
02 — Website
From brand introduction to online sales
We designed an introductory one-page website to launch their brand, followed by a series of iterations that introduced additional functionality like Shopify plus integration, immersive product detail pages and a store locator. Working in parallel with the brand design team, we ensured Propel's visual identity was brought to life throughout the website with subtle scroll animations and micro-interactions.
