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Packaging Contents: e-Fluids Castrol has collaborated with long time branding partner Williams Murray Hamm (WMH), to create the name and identity for a new umbrella brand that will cover its range of e-Fluids for the electric vehicle market. Castrol ON visibly signals the business’s move into electric mobility. The world is accelerating into an electric future. To further advance the adoption of e-vehicles, they will need to go further, charge faster and last longer. With Castrol ON, the business can provide e-vehicle manufacturers with the advanced e-fluids they need to overcome these challenges. The business approached WMH over 18 months ago to create the positioning, name and identity for this advanced range of products which are already used by the Jaguar Racing Formula E Team.
Biography William S. Murray is a Professor and the Director of the Halsey Bravo research effort at the United States Naval War College. He joined the navy in 1983 immediately after graduating from the State University of New York at Buffalo with a B.S. in Electrical Engineering. Professor Murray served on, and qualified to command nuclear powered submarines. In 1994 he received a Master of Arts degree from the United States Naval War College. Prof. Murray has served on the Operations staff at the United States Strategic Command, and as a member of the faculty of the Naval War College s Strategic Research Department. He retired from the Navy in 2003.