YouGo
We helped humanize a mature mobility broker with an ambitious, far-reaching rebrand. By focusing on people rather than tech, we made it stand out in an increasingly automated market.
The mobility services sector, such as long-term rental, has seen increasing pressure from the rise of new players and automated platforms. In this tough scenario, YouGo knew a rebrand was due.
A company with many years of experience in the field, YouGo had started offering long-term rental services before it became such a prevalent phenomenon. Now it had to battle newcomers with shiny identities.
But a new brand identity was not enough: we developed a brand strategy that would put an emphasis on the human factor that YouGo provides to the client, as opposed to the competitors’ platforms.
This key differentiating element was then expressed both in communication materials and across all the customer experience touchpoints.
The brand experience is brought to life through human interactions.
For a strongly human brand such as YouGo, people will always be the key touchpoint.
A big part of our rebranding work was focused on shaping the figure of the “guides”: these are the YouGo experts that help the customer through the whole process, from choosing the best mobility solution to the final moment of delivering the vehicle.
We provided them with detailed guidelines about dress code, face-to-face interaction, usage of email, and even WhatsApp.
We created a world of custom illustrations to represent the human face of mobility services.
The humanization of the brand – or rather, the emphasis on its human element – was key for the redesign of its identity, with the development of a set of illustrations and animations depicting the interaction between the YouGo Guides and customers.
We created photo portraits for all of the YouGo Guides so that they could be featured on the website and within all social content.
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