When COOL approached us for a rebrand, they wanted more than just a new logo and a fresh set of brand elements. Our goal was to carve out a bolder and more values-driven positioning for COOL in an increasingly competitive ride-hailing market. At its core, the COOL brand mission is about challenging climate change, over-dependence on private vehicles, and our diminishing sense of community and responsibility towards one another and the planet.

How did we go from cheerful and service-based, to rebellious, bold, and on a mission? Through a series of carefully thought out and curated brand workshops, we worked with COOL’s leadership team to find the brand voice and core convictions. What came next? A brand messaging framework, full visual identity system and revamped online presence, including a roll-out campaign and content marketing strategy.