GoShorty

VERBAL BRAND

Our brand process begins with research. We created in-depth questionnaires to gather insight from employees, suppliers, and customers – overcoming the design challenge of capturing a wide customer base by engaging its audience directly – and held an intensive day’s workshop with the GoShorty team to uncover why the brand exists and what it stands for.

With this research, we began our verbal brand development, which included defining the GoShorty’s brand purpose: Merging exceptional customer experience and innovation to make it as simple as possible for everyone to get to where they need to be.

This purpose supported our development of the brand’s values, behaviours, and tone of voice, and also led us to create our core strapline, Be on your way. This leans on the idea of giving drivers the freedom to go on a journey, quickly, and on their own terms – with a nod to the pervasive “I’m on my way” texts drivers send their family and friends, which are bound with their own emotional context.

BRAND DEVELOPMENT

Visually, we put the customer at the heart of all design choices for GoShorty. Making the brand simpler, more approachable as well as more accessible.

This translated into two new brand devices that reflect the journeys that GoShorty customers make; a dynamic road shape, developed by distorting and rotating the S of GoShorty, and a bespoke line created using photography of a roads centre line marking, vectorised and repeated, to put GoShorty central to customer’s purchase decisions for short-term insurance.

A nod to GoShorty’s history, the new colour palette is guided by the brand’s original blues and purples – changing the hues and adding a green to reflect the “go” element of its name – to create the brand’s core colours; Sky Blue, Pink, and Electric Green. These colours are blended to create a brand gradient applied across the brand devices to represent GoShorty being with the customer at each point in its journey.

GoShorty’s logo was updated and simplified; given a typographic treatment to create a clean, modern wordmark. This is underlined with the road centre line device to emphasise GoShorty’s bold new logo.

ART DIRECTION

With photography playing a key role in the GoShorty brand, Two Stories also art directed a shoot, creating images that put the customer at its centre. Image treatments using the S shape device sitting behind photography, further support the aim to place customers at the heart of the brand.

DIGITAL DESIGN

Once the new brand was in place, we set to designing GoShorty’s new website, working alongside GoShorty’s development and UX team, to reimagine and apply the new brand across its full website estate.

BRAND LAUNCH

We have rolled out the brand across a number of other touchpoints, including social media, email, GoShorty’s customer quote journey and printed merchandise, including car air fresheners.

Bringing the brand to life for its team, we overhauled the GoShorty Head Office, with walls, windows and doors across the site featuring its new brand identity, straplines and values. GoShorty embraced its new brand so much that they requested branded baseball caps for its team to wear!

TESTIMONIAL

“Transforming a brand is one of the scariest things an established business can do. What if our customers don’t like it? What if they don’t recognise us and forget who we are? What if it looks great but has little substance behind it? These were some of our worries when thinking about the transformation of our brand, and it’s fair to say that there were a lot of very nervous people around GoShorty as we embarked on our rebranding journey with Two Stories. We need not have worried.“

“Two Stories has a very structured process, and we’re delighted with how everything turned out. We now have a new brand that we are very proud of that clearly differentiates us within a sea of bland, identikit competitors, positioning us perfectly for the next stage of our growth story.”

Graeme Stoker, Marketing Director at GoShorty