Mobiliti

brand positioning | messaging | brand voice

What They Needed

Mobiliti is a vehicle subscription service that works directly with dealerships to offer drivers choices and flexibility. As this was the launch of something new in a category similarly in its infancy, the founders recognized the need to invest in the brand before launch. They asked us for help in crafting positioning, messaging, brand voice, visual identity, and an inspirational brand book.  

What We Did

In crafting their positioning, we needed to take into account two distinct audiences with perspectives that seem opposed: a growing population of millennial drivers not ready to commit to long-term vehicle ownership, and car dealer partners who want to make sales and bring in tech-savvy customers who would rather shop online. For the latter, we needed to address their concern that subscriptions might cannibalize their ability to make lease or purchase deals.

​We went through an in-depth discovery process and landed on a key differentiating insight: to position subscriptions as a “step along the journey” to ownership, rather than a replacement.  This puts dealers at ease while inviting a wide range of customers in the door. We identified Mobiliti’s brand personality as a “visionary connector” between dealers, drivers, and partners.

The Outcome

We formulated “The Discovery Option” as the brand promise, incorporating themes of innovation, flexibility, and freedom in the positioning pillars. Our work informed the creative brief and was reflected in the identity, messaging, voice, and collateral.