Pivotal - Personal project (2020)
Brand and strategy concepts
Why I'm interested in Pivotal
I believe subscription is the future of car retail so I've worked up a few ideas and concepts to make the Pivotal brand more effective.
Strategy and brand development objectives
Highlight the service's premium nature by tweaking the brand through use of Jaguar and Land Rover heritage while retaining a modern feel.
Support the journey from discovery to conversion through increased simplicity and high quality visuals.
Attract, engage and retain customers though unique and inventive strategy to combat 'desensitisation' to new cars.
Tomorrow's story told by yesterday's heritage
Taking inspiration from Jaguar and Land Rover's rich history, this colour pallet drives premium perception and provides for a unique and rich connection to JLR, whilst retaining the modern and minimalist feel.
Search, discover and subscribe
While some customers will discover and subscribe to Pivotal though the Jaguar and Land Rover websites, many customers will likely search things like 'flexible leasing', 'lease deals' and 'short term leasing' meaning a strong Pivotal website is essential. I have re-designed the website to be both easier and more engaging to use.
See an interactive version of the full website
Important: the preview extends to two pages, the homepage and a tier page (premium), to access the tier page simply click 'Find out more' on the premium tier section of the homepage.
Engage, entertain, retain
With regular new cars, it's easy to get bored and desensitised to them. With this in mind, I've created a points concept, where they are earned for renewals, these can be redeemed on a selection of cost effective rewards to keep customers happy and entertained.
This concept has the added benefit of simplifying the customer's life by hosting important information in the app.
In the words of Steve Jobs: One more thing...
Elevate, experience, evolve
While creating these ideas, it became clear there was room for an alternative brand name, with a stronger emphasis on the premium image of the service. The brand name I created is 'Elevate', a word suggesting higher levels of service, vehicles and experience.
All the mockups and website preview above are also available to view with 'Elevate' branding.
