Clean Vehicle Rebate Project
Promoting clean vehicle adoption
The Clean Vehicle Rebate Project (CVRP) promotes clean vehicle adoption in California by offering rebates up to $7,000 for the purchase or lease of new, eligible zero-emission vehicles, including electric, plug-in hybrid electric, and fuel cell vehicles.
Challenges we faced
Collectively, cars and trucks account for nearly one-fifth of all US greenhouse gas emissions. Despite this, many Americans refuse to make the switch from vehicles powered by fossil fuels to electric vehicles (EVs) because of outdated perceptions that highlight weaknesses in electric vehicle technology.
The proposed solution
In addition to offering incentives, CVRP also educates consumers about the efficiencies of having an EV. Visually, CVRP takes a friendly approach utilizing illustrations and analogous colors. Additionally, the imagery focuses on showcasing a wide array of vehicles to emphasize that point that there’s an electric vehicle for everyone.
Photo collages communicate inclusivity
The photo collage grid composed of many different types of EVs emphasizes the idea that there is an EV for everyone.
Dividing information with color
The color blocked brochure groups like information together to prevent the reader from being overwhelmed with a lot of text.
Predictability is comfort
The round corners, grid pattern, and analogous colors prevent any sharp or abrupt interpretations of the program. The overall smoothness of the pattern evokes a feeling of comfort since it is easy to look at without any harsh visual interruptions. This promotes a friendly, familiar tone to the brand that eases audiences into the world of electric vehicles and makes navigating the program a lot more comfortable.
Seamless transitions
The goal of this video was to communicate the ease of leasing a new electric vehicle and the incentives that accompany it. Since the amount of incentives vary from location to location, the whole process can seem daunting, discouraging people from even trying. To combat this, the video uses friendly illustrations with seamless transitions from scene to scene to create a sense of ease when leasing a new electric vehicle.
Modular storytelling
The smooth transition from section to section makes it easy to discern the blocks of information. The transitions also make this modular for social media.
The outcome
Throughout the duration of this program, CVRP has administered and processed more than $823 million through 359,000 rebates. Additionally, CVRP has hosted more than 1,000 outreach events and workshops to promote the adoption of zero-emission vehicles.