Strategy & Research
Team Project
Volvo
Concept study on the electric transition in construction equipment.
Role, Concept writer and cultural researcher (team project).
Context
Team project with Volvo CE, exploring how the electric transition could land with operators on the ground. My contribution: cultural research, concept development, and the strategic framing that became eVolvo.
Problem
Volvo CE was rolling out electric machines into a workforce that wasn't asking for them. Operators worried about uptime, range, and being asked to relearn a job they already did well.
Insight
Operators saw diesel as a sign of skill and strength. Electric felt like a downgrade, not an upgrade. The message needed to make electric feel like the more powerful choice for operators, not a compromise forced on them.
Idea
eVolvo, a program that frames electric adoption as something operators help shape, not something done to them. Training, feedback loops, and recognition built into the rollout.
Context
Execution
- 01Researched operator, foreman, and engineer perspectives
- 02Built the concept narrative and identity
- 03Mapped program ideas: training, lottery, alternative pricing
- 04Delivered a written concept doc and editorial direction
Concept
Results
- A strategic concept and operator-led adoption framework, eVolvo.