Turning salary sacrifice upside down and rebranding benefits provider Gogeta
GOGETA
STRATEGY | CREATIVE | DESIGN | IDENTITY
Overview Salary sacrifice benefits are win-win: staff get big savings and employers get a benefit with little to no net financial outlay. But sacrificing your payroll salary sounds scary to some.
For our rebrand of salary sacrifice benefit provider Gogeta, we turned sal-sac from loss to win, with a compelling proposition, optimistic art direction and an illustration treatment that puts the jam on the bread.
Working with a partner that 'gets it' has been key.
Barry Scott, Founder, Gogeta
Objectives Gogeta had a good product that corporate HR teams were interested in. But they only benefit once employees opt-in to using their cycle or nursery schemes. This “B2B2C” approach meant the company needed a fresh approach that employees, who pay little attention to benefit schemes, could get excited about, without putting off the HR buyers.
Strategy Our research showed that people were generally unaware the schemes existed and even those that used them struggled to crisply explain how they worked. Fundamentally, people were excited about the ability to make their salary go further - and employees were excited to hear that the net cost of this was around nothing. All of which led to an approach with an explanation at the heart, surrounded by a warm look and feel that evokes friendly fintech brands.
Idea Same dough, more bread. Get paid the same but do more with it via Gogeta’s salary sacrifice schemes. Brought to life in delightful pastels, a warm bready type approach, and Gogeta’s very own bread-based mascot, ready to hand you that extra slice.
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→ Research with a number of employees and employers, both existing Gogeta users and those unaware of it
→ Competitor analysis and product deep-dive
→ Proposition development including workshops with Gogeta -
Logo design, illustration pack, colour palette, typography, brand book and toolkit
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Tone of voice, core copy and style guide
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Visual design and copywriting
