Challenge

Split Technologies, a startup sustainable shared ride service that would compete with Lyft and Uber, came to us needing branding and go-to-market strategy from the ground up. Our plan was to use our custom brand strategy exploration and proprietary research methods to create targeted brand messaging and a full graphic package including custom logo marks, audience focus, brand pillars, tone, custom digital elements (UI/UX site, App interface, interactive infographics).

Solution

Centralized in DC as its pilot city, we capitalized on the promise of “thinking local” for brand positioning. Split quickly built a following as a District-centric brand through an integrated campaign. Our tactic was to play on the eat local / drink local / shop local trend that is a point of pride for DC residents. The brand rose above the competition across a wide breadth of marketing and communications tactics – print materials, a television spot, radio, social media, events and experiential – a smart move for brand recall with multiple touchpoints among the commuter audience.

Results

As a result of our work, in its first six months, Split had a 50% growth rate in app downloads per month, and was quickly recognized by local and regional media as a rising brand to watch in the DC metro area.