Steer EV

Incubating innovative businesses models and brand strategy

Stand out with unique branding

Be found with effective digital marketing

Engage with captivating user experiences


Exelon is the largest provider of clean energy in the U.S. and wanted to build on their trusted brand of renewable energy expertise to create an EV-only subscription car service.  Steer was born out of Exelon’s corporate incubator program.

We set out to improve and evolve the car-driver relationship while elevating the desirability of Electric Vehicles (EV's) among influencers and millennials.


We incubated and launched Steer EV, a hassle-free, monthly electric car subscription service with no commitment that allows members to swap vehicles each month.

Our brand strategy practice developed unique and differentiated branding based on detailed user research, visual brand studies, strategy workshops, and concept sprints. In parallel, our user experience and design strategy teams developed comprehensive service blueprints, customer journeys, detailed wireframes, high-fidelity prototypes, and ultimately deployable code for mobile and website applications.


Understanding consumer motivation drove this program forward. EV purchase and subscription models are confusing to consumers who already struggle to understand the "true cost" of auto ownership. Steer's digital experience guided would be subscribers through the cost of ownership and the benefits of an eco-friendly EV alternative solution for their transportation needs.

Backed by Exelon, Steer’s EV-only offering was strategically positioned in the automotive subscription services market. Steer was recently acquired by Facedrive Inc. marking a strategic milestone for Facedrive as it executes on its expansion strategy and prepares to establish its presence in the US market.

Project Capabilities

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