Pith. Brand Management
Las Vegas — Remote
— : — : —
Inquire

Bazil.

A charging-time optimizer for Kia EV drivers, native to CarPlay. The one number that matters: minutes to plug.

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§ I The Context The wrong question

Most EV apps answer the wrong question: where can I charge? That is a map. The driver, twenty miles out, is asking something else — how long should I plug in? Bazil answers that one.

Bazil.
Fig. I Working mark — Bazil set in display, Lemon punctuation on Emerald. Brand · Mark
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§ II The Pith The thirty
"Where you charge is a map. How long to plug in is the answer."
Positioning · Pith · 2025
§ III The System Three inputs, one number

Kia only — because the charge curve of an EV6 is not the curve of a Lightning, and the math falls apart the moment you generalize. CarPlay only — because the driver is already looking at the dash. The discipline is what was left out.

— Three inputs
I Your state of charge.
II The distance to your next stop.
III The next charger's throughput against your car's curve.
— One output
Minutes.
To plug in. Nothing else.
Fig. II Three inputs collapse to one answer — minutes to plug. The whole product, in one diagram. Product · Architecture
One brand.
One surface.
One number.
Fig. III Positioning, set in display — on Lemon Brand · Voice

— Models supported

  • EV6.
  • EV9.
  • Niro EV.
  • Soul EV.
  • EV6 GT.
  • More to come.
Fig. IV Kia EVs in scope — each tuned to its own charge curve Product · Scope

— The stack, written down

Compute
Cloudflare Workers — edge runtime, response under one round-trip.
Data
Open Charge Map — community-maintained worldwide charging stations.
Tuning
Kia-specific charging curves — the difference between a guess and an answer.
Surface
CarPlay-native. No phone app. No dashboard. No account. The car is the screen.
Fig. V The stack — what was kept, what was left out Product · System
Lemon #E8FF00
Emerald #0D5C3F
Charcoal #1A1A1A
Cream #F5F1E8
Coral #FF6B5B
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§ IV The Application On the dash, in the car

Arrive. Charge. Go. Three screens. One product.

Electrify America · CCS18%
Plug in — fill to 80%
24min
Bazil picked the fastest stall
Fig. VI Arrive · the answer in minutes CarPlay · State
Charging62%
Time remaining
18:42
62 → 80% target
Fig. VII Charging · live countdown CarPlay · Action
Charge complete80%
Ready
Go.
Unplug and go
Fig. VIII Ready · unplug and go CarPlay · State
§ V The Outcome What it does
Inputs · to the answer
3
State of charge. Distance. Throughput. Three signals collapsed into one number.
Output · the answer
1
Minutes to plug. The product is this number. Everything else is plumbing.
Apps to switch · on the dash
0
CarPlay-native. The screen is already there. The driver never opens a phone.
§ VI The Verdict From the first driver
"I used to charge by guess. Now I charge by minutes."
Natalie · Kia EV driver · also the founder's wife — beta tester No. 1