The national Wheels 2 Work scheme was started to help people whose personal transport arrangements either obstruct employment opportunities or prevent career advancement. The scheme offers affordable rental and maintenance services on various size scooters and motorbikes and also puts users through their CBT if needed.
Kickstarting the process
We wanted to build the new identity around the scheme’s users and for them to tell their own stories about what Wheels 2 Work has meant to their day-to-day lives. It has been genuinely transformative for many users; freeing up more family time, reducing lost income and giving a level of flexibility with working hours that has been a big factor in promotion.
We spent time with a group of users; capturing stories about the scheme and photographing the users with their bikes at the Wheels 2 Work training centre. These users became the face and the narrative at the core of the new identity and marketing activity.
This approach also avoided placing too much focus on the bikes themselves, which risks alienating potential users that aren’t necessarily motorbike enthusiasts, but are just looking for an affordable method of transport to work.
We then created the rest of the identity and made it clean and iconic, so as not to distract from the messages coming directly from the users.
Overlapping with the later stages of the identity project, POP also created a new website which was based on rigorous SEO research and enabled various user groups to update its content, including the in-house management team and the external marketing team.
The identity guidelines were delivered within the website’s secure media centre, which also includes and image bank, downloadable brand asset masters and collateral templates. Access Your Future can easily manage the media centre’s users and groups; this gives the various partners and suppliers immediate access to the correct assets.
What we did:
- Brand consultancy
- Brand concept and narrative
- Brand identity
- Brand guidelines
- SEO research and implementation
- Responsive web design
- Online brand asset management system
- Marketing collateral