The Goodbrands Institute is proud to have been associated with mindset, the challenging future mobility project from Switzerland. Across the last five years, our task has been to explore and envision new directions for branding and communication in the electric car age.
Building an ideal link between the past, present and future of the automobile, the mindset experience has been extremely valuable for us: the first car to be thoroughly designed for serial hybrid technology, mindset has pioneered future minded mobility—thus setting a paradigm shift in value, style, attitude.
Wherever we have happened to meet the public—from the streets of Berlin to the gardens of Villa d’Este—mindset has been welcomed with joy, smiles and best wishes. Good luck was not enough though, so the lack of financing needed to start production drove the project into a dead end.
What remains are the best human recollections, a deep understanding of all issues connected with the making of (or killing of) electric mobility and a wonderful feeling: the company may be broke, but the mindset spirit is still alive and kicking.