Giving a name
& a 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 needed a brand that could embody the tech innovation inherent to the budding Mobility category, while also conveying the stability and scale synonymous with Goodyear. Additionally, it would bring unifying perspective to an industry that was messy, moving fast, and looking for standardization.

Building on a "supercharger" brand essence, my team developed the following name, voice, and message strategy.

How we did it
…

New Name

Leaning into the notion of super charged collaboration, we set about exploring names that captured energetic teamwork, readiness, and momentum— and which could work internationally with little explanation.

The resulting name, “AndGo”, literally speaks to working together and joint progress. It works everywhere, with“And” and “Go” being two words the entire world can say and understand. Despite their familiarity, the use of two basic real words also works as a differentiator. The more mature tone coupled with the Goodyear endorsement line, positions AndGo as a credible player in a space teeming with trendily named start- ups, 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 leadership perspective, we created
a can–do voice that distilled the most pressing category issues
and inclusively worked toward industry-wide solutions.

Style guide ready for activation

For the CES brand launch, we equipped the AndGo brand team with an easy-to-use voice style guide as well as a starter comms kit that included brand and name stories, scripted videos, stage and booth signage, LinkedIn drip posts, etc., to give them a head start with real world assets.