Our brief was to move the Motability brand and key messaging forward as part of a coordinated push; to increase public awareness of the scheme and raise response rates to their direct mail campaigns.
In order to achieve greater recognition, it is important that the brand integrity is maintained across all marketing collateral; therefore, we reappraised the existing brand guidelines and rigorously applied them to the new literature.
It is also essential that the supporting visual concepts bring clarity and not confusion to the message. Both Brilliant and Motability recognised that the stock imagery used in Motability’s literature was inappropriate to Motability’s target audience; so our focus was to concentrate on the use of more relevant and indicative imagery.
Increased response rates can be achieved by simply clarifying the steps required to reply. The page layouts provided by Brilliant use space constructively, to highlight important points about the scheme; and the typography applied is clean, clear and legible ensuring wider readership accessibility — naturally, an important aspect of Motability’s communications.
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