It’s always a nice moment when a new logo is revealed. But what’s more interesting is what happens after an identity is unveiled, when the idea has to meet the people it was made for. Do they understand it? Does it work? Can they find what they need? Will they actually use it?
That was the challenge we had with SCOUT, an AI-powered knowledge platform for Stellantis UK. Thousands of people across its dealer network, spanning nine automotive brands, needed a quicker way to find answers in a growing mountain of information.
Working with Stellantis Performance Academy we helped give it a name, create its identity and design the experience. Then came the communications to get it out there and help people understand the what and why.
We built a phased launch around “Just ask SCOUT”, tailoring the message to different roles with examples of the questions they might actually ask. We gave managers playbooks so they could introduce it confidently across the network.
Just after launch, 64% of the audience had logged in, beating the original target. That made all the work leading up to launch much more worthwhile.
That crucial last stage is the sort of creative work I find hugely rewarding. The idea matters, but so do all the small decisions that help it work in the real world.
If you’re interested in the work behind the work, have a look:
Four takes. One email.
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