RESHAPE
Revolutionizing Electrical Storage
for Heavy And Primary Enterprises
Building an industrial brand to electrify heavy transportation.
RESHAPE is a UW–Madison consortium started by Dr. James Pikul of Mechanical Engineering. From mail trucks to long-haul rigs to planes, RESHAPE’s team aims to electrify hard-to-decarbonize vehicles for heavy industry using advanced battery energy storage techniques. Their research focuses on combatting the challenges of frequent stopping and starting, varying terrain, heavy loads, and elongated trips.
Our goals
- Build an industry-facing co-brand marketed toward transportation partners.
- Establish RESHAPE at UW–Madison as the place to go for electrification research.
- Translate complex research across audiences.
- Promote collaborative industry membership and federal funding.
- Provide a professional platform for the consortium to grow.
The challenge
RESHAPE is a new consortium building industry partners and establishing credibility, requiring the translation of complex science into a crisp, relevant story for industrial reps. Balancing audience and tone was a key challenge, as the group aims to pioneer new ways to collaborate with industry to solve larger societal problems.
Our approach
RIO delivered RESHAPE a website that utilized clean branding, a masculine feel, and industrial touches, complete with snappy marketing copy meant to draw in membership.
Our work included:
- Branding development
- Logo design
- Web design & build
- Copy editing
The website was the primary deliverable from this project. It needed to not only translate complex research for non-expert audiences, but market RESHAPE’s capabilities as a valuable investment. RIO designed a sleek identity co-branded with UW, bringing together cutting-edge approaches with an established research legacy.
The website leans on an industrial graphic feel and bold messaging that appeals to industry reps. The crisp photos and clean, angular lines create impact throughout. The main logomark meshes together RSUW (ReShape at UW) and was applied as both a standalone asset and a repeating pattern. We also worked with James to refine his existing copy into quick and digestible sections. The consortium’s science is clearly explained for those partners who need clear messaging on how RESHAPE membership can serve them.
The impact
Through a co-branding approach, the RESHAPE website draws on the strength and recognition of the UW–Madison brand while establishing a distinct, industry-facing identity for the consortium.
The site creates clear pathways for potential industry members to learn about electrification innovation and new paths for industry-academia collaboration.
Designed to showcase research accessibly, it provides a bold design that can showcase how the consortium is revolutionizing transportation.
The results
A professional, co-branded presence that reflects both UW–Madison’s research strength and the RESHAPE’s industrial identity.
Through close collaboration between researcher and communicator, complex science was transformed into clear, engaging content that industry partners and federal funders connect with the consortium’s work. This foundation positions the group for continued growth, visibility, and impact.
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