Polaris GEM Brand Relaunch

Polaris’ favorable reputation is driven by the performance of its rugged, gas-powered UTV and ATV work vehicles. So when it came to relaunching its line of reengineered GEM® electric vehicles, Polaris knew it needed a different approach. By leveraging a “Goldilocks” strategy to help Polaris position the innovative GEM® as the “just right” vehicle solution — sturdier and safer than a golf cart yet more nimble, sustainable and affordable than oversized trucks and vans. We relaunched the GEM® with a bold, new aesthetic and as “the smarter way to move” people and goods safely, comfortably and efficiently.


Brandon Winckler


Tartan Marketing

Design, UX/UI