Spotting a GAP in the market
Gap4You is an innovative start-up business providing GAP insurance policies on new vehicle purchases. The insurance cover pays the difference between the vehicle’s new and market value at loss. Gap4You approached us as a startup after a change in legislation created an opportunity in the market for GAP insurance. Gap4You wanted to respond quickly, capitalising on this market change with a fresh and dynamic brand, website and digital marketing strategy.
As GAP’s policy is cheaper than those sold by car retailers, the new brand needed to portray a professional yet affordable and friendly feel.
Our creative team undertook an in-depth analysis of the industry landscape to see how we could gain a competitive advantage. Many of the competitor brands were dated and very similar to each other, giving us an opportunity to make Gap4You leap out whilst targeting a wide ranging audience of ages 18-80.
Using .com for online focus
To visualise the initial logo concepts we looked at trends, colours, styles, fonts, imagery and positioning. Our finished logo represented a corporate brand that would fit perfectly in the market. The ‘.com’ was used for an online focus.
We always future proof our brands. For Gap4You we created the ‘G’ icon within the branding as this would be perfect for social use, print materials and promotional items. It would also work perfectly when the original logo is too long to use.
Once the logo concept was finalised, we considered the environmental signage and lifestyle images to visualise the final look and feel. We also created a set of unique illustrations to use throughout the website and across the brand as a whole.
A bespoke website to match
We designed and coded a bespoke website that represented the Gap4You business by being friendly and approachable. The website needed to easily explain their great value policies with an engaging, easy-to-follow user journey.
The perfect user journey
To develop the perfect user journey we used well-known insurance sites as research, looking at trending call to actions, positions and styles. For the quoting and purchasing process, we worked closely with Gap4You’s chosen insurance software provider; Instanda. This ensured their system was integrated seamlessly into the main website, helping ensure brand consistency.
A great online experience
Gap4You’s website has a unique design that stands out amongst competitors. We developed an eye-catching style of illustration throughout the site, including an animated car infographic on the home page to demonstrate how the policy works – a great online experience. The quoting and purchasing process is quick and easy to use, with a simple and effective customer journey, ensuring maximum conversions.
From our first meeting the team understood exactly what we were trying to achieve in our site. They listened and took on board our brief and this has been the case through the whole process. As a result of their great work we now have a fantastic site, which is fresh, informative and has a fantastic customer journey. Selling our first policy only three days after launch has proved this, we couldn’t have asked for more. Once again thanks for everything and we look forward continually working with you.Gap4You