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Hires, Wins & Business

Workhorse Unveils New 'Work Ahead' Positioning and Identity in Full Brand Redesign

Ohio-based pioneering technology company changing transportation has also named Grey New York as its full-service agency of record

Workhorse Unveils New 'Work Ahead' Positioning and Identity in Full Brand Redesign

Workhorse Group Inc. (NASDAQ: WKHS), an American technology company focused on changing the way the world works by providing sustainable and cost-effective transportation solutions, announced today their corporate rebranding and first strategic marketing platform “Work Ahead” – positioning them as a loyal, relentless ally that’s always ready to take action.

The new positioning and design work, concepted and produced by Grey New York, will be unveiled today in New York City at a public event showcasing the W-15 range extended electric pickup and SureFly personal electric helicopter.

“We are at a watershed moment as the worlds of alternative energy and transportation become further intertwined,” said Steve Burns, CEO of Workhorse. “As more brands enter the space, having a strong marketing platform that lets workers know that Workhorse is a brand they can get behind, because we get behind them, is more important than ever.”

“It's incredibly exciting to not only define the visual identity of a brand, but to do so in an emerging territory such as alternative energy,” said Han Lin, Group Creative Director of Design at Grey. “The Workhorse identity is a synthesis of old and new, steeped in American values of hard work and entrepreneurism. Workhorse operates in a space that is still being defined; therefore, it was important for us to be very deliberate with every design decision in order for a clear point of view to come through in everything the Workhorse customer touches.”

Later this year, Workhorse will begin pilot production for the W-15 electric pickup, which completes the daily work mission while harnessing more horsepower and torque than comparable, fuel-powered models. Additionally, they are a leader in the development of eVTOL aircraft, and have initiated the FAA type certification process for SureFly in the United States.

“Workhorse is a great example of the type of brand-building and design work Grey is spearheading in the technology and startup space,” said Jane Reiss, Chief Brand Experience Officer of Grey New York. “Our channel planning leans heavily into experience and earned media for trial and awareness, building brand advocacy and excitement in this unchartered new category. We’re proud of what Workhorse represents and thrilled to be their marketing partner as they revolutionise and disrupt transportation and delivery services.”

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