Giving name
& voice to a
“super charger”
Work: Name & voice
Category: NextGen mobility fleets
Services provided: Name; tone of voice; messaging pillars; proof-points; brand story for launch; starter comms. kit
Goodyear was entering the mobility market with a next-gen fleet maintenance and servicing platform. It wanted to bring a unifying perspective to an industry that was messy, moving fast, and in need of standardization.To do so, it needed a brand that embodied tech innovation as well as stability and scale.
Building on a "supercharger" brand essence, my team developed the following name, voice, and message strategy.
How we did it
…
Name
Leaning into “super charged collaboration”, we explored names that exuded energetic teamwork and momentum.
The name “AndGo” telegraphs coming together and dynamic progress.
Even better, “And” and “Go” are words known the world over, making it a readily accessible name in many markets.
Further still, the more straightforward tone, coupled with the Goodyear endorsement, lent AndGo added credibility among trendier startup peers with names like Fleetio, Waymo, Spiffy and Wrench Fleet.
Messaging
To reinforce AndGo’s ability to fuel fleet performance, we focused on issues fleet managers face daily and how AndGo is already working to solve them.
Voice
To underscore AndGo’s thought-leader perspective, we created an inclusive, can–do voice to distill the most pressing category issues and present industry-wide solutions.
Style guide
For the CES brand launch we equipped the AndGo brand team with an easy-to-use style guide as well as a comms kit for activation. The kit included brand and name stories, the video script and reel, stage and booth signage, LinkedIn drip posts, etc., to give them a head start with real world assets.
