Manoeuvring a beloved car marketplace brand forwards, where search is geared towards ‘you’.
Relaunching a well known brand with a shift in business model comes with a host of considerations. A delicate balancing of manoeuvring the identity system to signal something new – whilst retaining the value of its previous brand recognition.
We carefully crafted and refined elements like the logomark, and contemporised the colour palette to full beam. We took the nuances of the logomark and connected them deeper into the brand system, to iconography and UI.
Our new brand strategy allowed us to make a more meaningful gear shift in everything else. “Cazoo, Right for You” parks the brand away from the competition who focus on being experts in cars, instead positioing them as experts in “you” first, through helpful lifestyle search filtering.
To exude the new ‘You centric” positioning we introduced a collage-style image approach, enabling the brand to tell authentic 'user stories'. The arrangements present a picture of personal requirements and act as visual manifestation of the new strategy.
We brought motion to the brand for the first time – arching playfully around a set of car-like manoeuvres.
To articulate the business model shift from “seller” to “search” we created a unique symbol combining the brands car profile ‘A’ letterform with the magnifying glass symbol – the universally recognised symbol for search. Next, a new brand typeface was introduced and carefully customised, layering in quirks and personality across all weights, whilst retaining legibility at small scale UI use.
The nuances of the logomark connect deep into the brand system, informing iconography and UI design.
