Repositioning a 10-year-old mobility startup.

Gotcha had  operated as a B2B company for years, white labeling products for colleges and cities. in 2018, they pivoted to market directly to consumers. That meant people who had been using Gotcha’s services for years would finally connect with the brand.

Getting on the same page.

I worked with Gotcha’s marketing team to reposition the brand and build out all supporting materials. They hoped to:

  • Retain brand equity with partners while appealing to younger consumers
  • Create a product-focused website that also helped riders
  • Develop a new app that supported multiple products
  • Update all internal and external communications
  • Support system launches at colleges and cities throughout the country

Putting a plan into action.

After revisiting the brand’s strategy and messaging, we applied the new voice to any and all points of communication—including a new website and mobile app. We then built a library of updated assets and comprehensive brand guidelines using fresh content, photography and design assets. Once foundational elements were in place, we ensured the brand was adopted internally to maintain continuity and consistency.

How it all came to life.

Once foundational elements were in place, we ensured all sales outreach, customer service interactions and marketing efforts were in total alignment. We also created a cohesive content strategy across all owned platforms and paid media channels. This included an overarching brand narrative as well as modular plans that could be launched in individual markets based on demographics and the products available there.