Small open boat owners haven’t been spoilt for choice when it comes to innovation on their pride and joy. Our challenge was to design a standout brand and product without overshadowing what matters most to them: their boat. This meant raising the bar in a conservative category, where tradition is a given and change is not always welcome; setting the new standard in (electric) boating.

Propel builds the most efficient electric boat motors in the industry. This new brand sets the tone for a silent, nature-friendly future that will allow you to enjoy boating at its fullest with a revolutionary circular motor.

The brand identity, product design and digital touchpoints reflect a sense of fluidity, mirroring the sensory experience of our customers on the water. Propel motors enable a more silent and authentic connection to nature, where you can really feel and appreciate the subtlety of water.

Organic soft shapes connect to the senses in the same way nature does, with beauty and subtlety. We want our users to feel at ease when using Propel products and using our digital touchpoints. Our products are for everyone and nothing is overly complicated. It is at the core of everything we create.

Electric propulsion isn’t a solution, it’s a leap forward. True innovation is bold, should be shown, and will inspire.

Small open boat owners haven’t been spoilt for choice when it comes to bestowing innovation, distinguishing features or even gadgets on their pride and joy.

These boat owners may already drive electric cars, and have the latest gadgets. They like being early adopters and the status it brings them. They take pride in being in the know. We give them a motor that comes with a great story of innovation and a standout design that will spark conversations.

We bring true innovation to the age of electric boating. We believe that trying to solve modern problems by adapting old solutions is a wasted opportunity to do something groundbreaking. Instead, we leap and don’t look back.

We create uncompromising, recognizable, and future-proof products in the electrification of boating.

Our goal was to create branding, digital displays and a website centered around the idea of a ripple. It connects to a sense of fluidity and progress, combined with minimal shots of the motor. The visual vocabulary emphasizes the heightened sensorial experience these silent motors enable. Propel motors enable a more silent and authentic connection to nature, where you can really feel and appreciate the subtlety of water.

The design and user experience on the displays of the product have been designed with all users in mind. Anything that is not essential to you at this very moment has been stripped away leaving you with our brand symbol telling you exactly what you need to know, clearly visible in any weather.

The ecommerce platform showcases the products in beautiful moving 3D renders to get users to understand exactly what the product looks like, and what it does. The website does not only tell the users about our brand and products but also educates them about why electric propulsion is the way forward not just in Amsterdam, but for the whole world.

Propel has seen a very successful launch at the METSTRADE 2021, resulting in both exceeding first generation pre-order volume targets, and serious admiration and awe from market leader Torqeedo and experts from the nautical field - on both product and brand. In a very short time, Propel proved to be the new kid on the dock when it comes to electric propulsion.