Designing & refining
We started by designing and commissioning research to identify a core target audience, uncover insights and develop a final proposition. Over the course of the process, we refined the proposition into three key pillars: buy online, a 7-day free return policy and a 150+ point guarantee for every car. These formed the building blocks for us to develop and defined a core belief, set of values and a brand identity for Cazoo.
Delivering the entire brand
We developed Cazoo’s logo, typography, colour palette, illustration system, photographic guidelines and a tone of voice that cut through the ‘salesy’ world of used car buying. Then, we created a series of applications for the brand from website pages and office signage through to uniform designs, merchandise and the Mercedes transporters that deliver Cazoo cars across the UK. Meanwhile, we set about developing a 360° integrated campaign with an agile process that involved pitching 4 cross-discipline Engine creative teams against one another. This ultimately led to 3 creative routes which went back into research to refine Cazoo’s proposition.