This latest work follows the development of the Motability Operations and Motability Foundation brands, aiming to create clearer distinctions and understanding between the two organisations and the Motability Scheme. To achieve their goal the Motability Operations team has infused the brand with a new sense of energy, to better represent the organisation's purpose to keep its customers moving.
Commenting on the new brand, Lisa Thomas, Chief Marketing Officer at Motability Operations, said: “We are excited to unveil the refreshed brand identity for the Motability Scheme. It was important for us to keep the heritage of our well-known brand but also bring a new sense of modernity to make the brand feel more inclusive.
“Our aim is to ensure the Scheme is easily understood, more accessible, and representative of all disabilities. By optimising our brand for digital channels and improving the customer journey, we're confident that this new identity will keep us fit for the future, while continuing to support and celebrate our diverse customer base.”
Key updates include a modern, digitally-optimised logo symbolising movement, a new typeface for improved readability, and a vibrant set of colours to elevate the customer journey. The new brand will be rolled out across key customer touchpoints using a phased approach. The organisation will continue to update the brand into the new year, so they can ensure the brand is implemented in the most cost-effective and sustainable way possible.
The new brand has been tested amongst a group of Motability Scheme customers and the wider public. The new concepts and designs were tested with more than 600 people in total. Results showed that the new look and feel helps to differentiate the brand from the Motability Foundation and the group commented that the new brand feels more modern and vibrant than before. Overall, the customers also felt the application of the brand was more accessible and east to understand than before.
Motability Operations remains dedicated to supporting its customers with a brand that represents and serves everyone, with accessibility at the core.
