positioning | messaging | brand voice
Mobiliti was a startup working directly with car dealerships to offer drivers a subscription option. In crafting their positioning, we needed to take into account two distinct audiences with perspectives that seemed at odds: the growing population of millennial drivers not ready to commit to long-term vehicle ownership and car dealer partners concerned that subscriptions might cannibalize lease or purchase deals.
We went through an in-depth discovery process and landed on a key differentiating insight: to position subscriptions as a “step along the journey” to ownership, rather than a replacement, which put dealers at ease while inviting a wide range of customers in the door. We identified Mobiliti’s brand personality as a “visionary connector” between dealers, drivers, and partners. This theme came out through the identity, messaging, voice, and brand expression. The look and feel was both elevated and inviting, helping dealers and drivers feel as if they were participating in something truly special. Mobiliti founders used the brand book and materials we created to help them to win large new accounts. In one case, it was distributed internally throughout a major auto brand as an example of fresh branding.
This project was a collaboration with Noise 13.
We went through an in-depth discovery process and landed on a key differentiating insight: to position subscriptions as a “step along the journey” to ownership, rather than a replacement, which put dealers at ease while inviting a wide range of customers in the door. We identified Mobiliti’s brand personality as a “visionary connector” between dealers, drivers, and partners. This theme came out through the identity, messaging, voice, and brand expression. The look and feel was both elevated and inviting, helping dealers and drivers feel as if they were participating in something truly special. Mobiliti founders used the brand book and materials we created to help them to win large new accounts. In one case, it was distributed internally throughout a major auto brand as an example of fresh branding.
This project was a collaboration with Noise 13.