SAEV Charge

Giving EV charging a personality, from the first teaser to the last button label.

Role: Creative Brand Development & Copywriting
Years: 2024–
Type: Freelance
Disciplines: Brand / Voice / UX copy / Campaigns

Image · 16:9Hero

SAEV Charge · full-width hero

1The brief

EV charging in South Africa is new, technical and easy to feel nervous about. The brand had to make it exciting, simple and trustworthy, without sounding like every other energy company.

2What I owned

Helped shape the identity, voice and personality.
Wrote teaser campaigns, video scripts, website copy and captions.
Wrote UX microcopy across the app and website.

3The work

Microcopy: flip each one

Button label · App

Start charging session

Generic

Error message · App

Payment failed. Please try again.

Generic

Confirmation · App

Your charging session has been completed successfully.

Generic

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Brand board

Brand board16:9

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Teaser post 01

Teaser campaign4:5

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Teaser post 02

Teaser campaign4:5

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Teaser post 03

Teaser campaign4:5

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App screen with microcopy callouts

App microcopy4:5

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App screen with microcopy callouts

App microcopy4:5

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App screen with microcopy callouts

App microcopy4:5

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Website snippet

Website copy16:9

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Website snippet

Website copy16:9

4What happened

The voice runs through SAEV Charge's campaigns, website and app as the company grows from a Cape Town fast-charging pilot toward a national network. [Add any campaign or launch numbers you can share.]

5What I learned

Tone of voice lives or dies in the small words: button labels, error messages, the “you're all set”.