Juicin' Up
North America
IONNA set out to do what no EV charging brand had done: feel warm, nostalgic, and genuinely American. As Head of Brand, I own everything a customer sees — identity, guidelines, website, merch, social, video, and the physical Rechargery experience. Partnered with VML following a five-month competitive pitch.
Every rule, ratio, and typographic decision documented for a brand going from zero to a national network. Built through a five-month competitive pitch with VML. This is the infrastructure that makes IONNA recognizable at a Rechargery in Apex, NC or scrolling Instagram at midnight.
it has no seams.
At IONNA, I designed every sensory touchpoint a customer encounters — before they arrive, while they charge, and long after they leave. The website, the charger screen UI, the building canopy, the environmental signage, the interior floor plan, the furniture, the lighting, the tile on the walls, the QR code experience that connects the physical location to the digital world. If you see it, hear it, touch it, or interact with it — the brand team built it, and I led that team.
A complete Figma design system — type scale, color token system, component library, and usage guidelines — built to ensure brand consistency whether a designer is working on the website, a developer is building the OEM partner portal, or a vendor is producing on-charger signage. Every surface shares the same system.
