Television personality and flamboyant designer Laurence Llewelyn-Bowen has embarked on a vibrant new mission: to bring his signature flair to Britain's motorways. In a surprising career pivot, the star known for transforming interiors has taken on the role of 'Chief Visibility Officer' for electric vehicle charging network GRIDSERVE.
The Visibility Crisis on UK Roads
This creative campaign addresses a critical issue for the UK's electric vehicle revolution. Current regulations, which are significantly outdated, prevent EV charge points from being signposted on major roads in the same way as traditional petrol stations. They must meet restricted criteria to qualify for signage. This has led to a widespread problem where drivers drastically underestimate the size of the nation's charging network.
Research indicates that motorists believe the UK's electric charging network is half its actual size, largely because thousands of charging locations at service areas, retail parks, and along key routes remain hidden from view. This leaves EV drivers in the dark, unsure of where to power up during their journeys.
A Splash of Colour and a Flourescent Suit
True to form, Laurence Llewelyn-Bowen is tackling this grey area with a burst of colour. Donning a highlighter-yellow fluorescent suit, he has personally designed new, eye-catching mobile signs. These feature bold colours and even include a flattering self-portrait, making them impossible to ignore.
To launch the new designs, he took to the road in a digital, electric ad-van, eventually stopping to engage with motorists at GRIDSERVE's Electric Forecourt in Stevenage. He expressed his passion for the project, stating: "The rules around signage for EV chargers are outdated – it should be as natural and visible as a petrol pump."
"Together with GRIDSERVE, I want to spark a little joy into the process of powering up and make the UK's charging network a design icon in its own right with bright and beautiful signage," he added. He described these charging hubs as "the new pit stops of modern Britain," questioning why we wouldn't want to celebrate such vital infrastructure.
Charging Towards a Brighter Future
GRIDSERVE's facilities, such as their award-winning Electric Forecourts, are designed to be destinations in themselves. They offer round-the-clock charging bays, coffee shops, convenience stores, and complimentary WiFi. However, their potential is hampered by the difficulty drivers face in locating them.
Daniel Kunkel, CEO of GRIDSERVE, highlighted the company's commitment to growth, noting that the UK has one of the fastest-growing charging networks in Europe. He explained that their rollout focuses on placing the most powerful chargers at the most convenient 'on the go' locations.
Kunkel emphasised the broader goal, stating: "Supporting the charger network with updated signage rules is crucial for accelerating EV adoption and showing drivers that in an EV you have the freedom to make any journey you want to." This campaign, fronted by one of Britain's most recognisable designers, aims to remove a significant psychological barrier for potential EV converts, proving that the journey to sustainable energy can be both easy and visually joyful.
