Veygo
Making motor insurance more meaningful
Background
Veygo is a temporary car insurance provider, offering cover by the hour, the day or the month. The model suits learners and newly qualified drivers perfectly – letting them practise in a parent’s car without risking anyone’s no-claims bonus – but Veygo’s functional positioning was missing opportunities to resonate with this audience. So we set out to reposition Veygo around young drivers, where its biggest loyalty opportunity lies.
Our task was to evolve Veygo’s strategy and identity. Not a rebrand, but a sharper, more distinctive Veygo that young drivers can build a relationship with. Our challenge was to make car insurance feel like more than just a piece of paperwork.
How we got there
Through stakeholder interviews, brand tracking, audience research and a wide competitor review, we found a category split neatly in two: utility brands built to convert search traffic fast, and reassurance brands that talk to learners through their parents. Nobody was telling young drivers why any of it mattered. Meanwhile, Veygo faced the age-old insurance conundrum – safe is the enemy of free; and while young drivers want freedom, parents (and Veygo) need them to stay safe.
In searching for a solution to this tension, one insight kept surfacing: learning to drive is emotionally symbolic, often representing the first real moment of independent adulthood. And independence means responsibility as well as freedom; in fact, for young people, those first moments of trust and responsibility are just as liberating as driving with the windows down and the music up. For Veygo, the opportunity was to become the brand that travels with young people as they come of age, and for this we established a platform built around the split responsibilities and freedoms of becoming truly independent.
Brand messaging
We defined Veygo’s bold space as Independence Unlocked. While independence holds the thrill of the open road, it also infers responsibility, growing up and taking control – a critical message for any insurance brand to get right. The platform also flexes across audiences. For learners, independence means a rite of passage. For new drivers, it means taking control. And for parents, it means letting go.
To give it a personality, we defined Veygo as the perfect passenger. Wry, not try-hard. Cheeky, not unhinged. Grown-up, not dressed-down. The friend in the passenger seat who can laugh when things go a bit wrong, keep calm when the pressure’s on, and never talks down to you. You stalled. They stared. You survived.
Brand identity
We evolved Veygo’s identity to become a brand that is instinctively mobile-first, social-first and app-first. The name, logo and signature turquoise stayed; everything around them was built to move. At the centre is our key visual device, drawn from the ‘O’ in the Veygo wordmark. Stacked in staggered rows that glide in opposite directions, the O-shapes frame photography, hold content and give every layout a sense of momentum – a brand, quite literally, on the move.
We simplified the palette so that Veygo Turquoise leads, grounded by Deep Green and lifted by Poppy Pink, Dark Plum and Sunshine Yellow, with accessibility built in from the start. Momo Trust Display and Momo Trust Sans complete the system: open-source typefaces with rounded corners that evoke the curves of the road.
Around this, we built a practical toolkit: lifelike 3D icons, a Sunshine Yellow text highlight, restrained kinetic typography, and a library of social stickers native to TikTok and Instagram. We even turned telematics – so often associated with surveillance – into something worth sharing, with in-app stickers that celebrate miles travelled and time behind the wheel.
Brand photography
In a category full of staged shots of smiling teens, we wanted Veygo’s imagery to feel natural and organic, as if captured by a friend in the moment. Photography is candid and UGC-inspired, taken as stills from moving footage wherever possible, and spans the whole journey – from practising with a parent in the passenger seat, to driving yourself to the weekly shop, to the first proper road trip.
