Strategy & Research
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
The barrier wasn't the technology, it was identity. Operators were proud of their craft. A top-down 'sustainable future' message read as a threat to their expertise rather than an upgrade to it.
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
- Operator-led adoption framework
- Concept handed to creative production