Carwow Group
Building coherence across a growing portfolio
As Carwow Group was formed, we needed to make sense of a bigger business. Our marketplace, media, editorial and content all diversified overnight.
My focus was on creating coherence without squashing the character or commercial role of any of the brands.
Role Head of Creative
Scope Corporate brand | Brand architecture | Portfolio brands | Employer brand | Internal storytelling | Creative operations
Partners Commercial | Content and Editorial | Exec
Highlights
Corporate branding | 5x Rebrand projects | Brand architecture | Employer brand | AI-assisted solutions | See Carwow page for related work
Corporate and employer brand
The first Carwow Group logo was created at speed. I later identified the need for a more credible corporate identity that could work harder for Sales, Partnerships and senior storytelling as a unified employer brand.
Group identity
Acquiring other businesses means acquiring other cultures. The team and I worked closely with the CEO to establish a new set of values for Carwow Group to embed in our ways of working and performance process. From spoken word launch video to simplified illustrations for Slack, this was one of my all time fave projects.
Group values
Fearless at the wheel
Made for the extra mile
You trust your instincts and thrive in autonomy. When it comes to your job and career, you’re the one in the driver’s seat – never a passenger.
Others talk about going the extra mile – you see it as part of the journey. You always drive further for our partners and customers, and know that the race never ends at the finish line.
Road trip ready
Expert navigators
Fast and curious
Fuelled by change
Moving at speed is what sets you apart, even in the fast lane. You keep your eyes wide open for opportunities and chase them at pace.
Where others see difficulty, you see possibility – building new experiences, and consistently innovating to give drivers and partners what they need.
Even the best drivers open maps. Like all great navigators, you're constantly learning from those around you, pinpointing new routes to get you there faster.
Road trips are better with company. You champion your colleagues, thrive in a team, and know how to share the journey.
Illustration Credit: Andy Goodman
Spoken Word Credit: Georgie Cahill
Portfolio Brands
I led and supported work across the full group portfolio: modernising Auto Express, creating the Carwow Leasey sub-brand, shaping the look and feel for evo Trackdays, refreshing Driver Power and more.
One of the OGs of automotive, AutoExpress came to the Group with trust, a legacy of daring journalism and big audience love. When Carwow Group acquired it, I was asked to modernise it to expand its commercial appeal, without losing the authority and spirit its readers valued.
Auto Express
We acquired Gridserve’s Leasing product and needed to rebrand it in under a week to keep the engine running (the car puns find me at this point). Working closely with the CEO, we created a name, logo and sub-brand guidelines that were connected enough to borrow Carwow equity, but distinct enough to launch a new proposition.
Carwow Leasey
evo has a high-end audience. They are die-hard enthusiasts; performance-led and emotionally invested in the experience of driving. The creative and marketing approach for Trackdays needed a refresh that captured that spirit. It was an invitation to a community first, event identity second.
evo Trackdays
A brand refresh for the UK’s most comprehensive car owner satisfaction survey. We gave a trusted but under-leveraged brand more authority, clearer B2B value and a stronger visual link to the voice of real drivers.
Driver Power
How the brands used to look
Some befores for the afters above
Auto Express
Carwow Leasey
Driver Power
