Five by Five, 2021 

Go is delivering a whole new automotive experience – a single destination to find everything automotive. From new and used vehicles, to the tools you need to upgrade your current one, Go is here to help you make highly informed decisions to get you on the road.

I had the pleasure of working with Jake Irwin in crafting a brand strategy, ID and website to introduce Go, a reimagined auto shopping experience, to a world that generally dislikes shopping for vehicles.

Project Scope:
UX Design
UI Design
Webflow Development

We crafted the Go brand to be decidedly unautomotive, eschewing the cliché bold and masculine motifs for an approach that is more human and approachable. At its foundation, the brand is rooted in the celebration of the driving experience. With a target audience of millennial women, we embraced a broad, vibrant color palette combined with textures and patterns, delivering a sense of whimsy and delight. Leveraging images of people experiencing “the drive” instead of images of cars as objects makes Go automotive a brand based on the fulfilment of driving, rather than the fulfilment of owning.

The website was an opportunity to bring their tagline, “there's no place like road,” to life through animation and an interactive user experience. The Go promise is centered around making the process of researching and choosing one's next automobile to be a more honest, human and entertaining experience. I firmly believe in making the website fun to touch, and this site was no exception. I personally developed this site using Webflow and After Effects which allowed for the incorporations of several playful interactions that communicated the Go motto while scrolling through the site. In the end, the website captured the spirit of automotive, reimagined in a memorable and ownable way.

︎       ︎