WHEN MOM’S BUSY, THERE’S CAREPOOL.

Startup Branding from Scratch for a Student Shuttle Company

CarePool was founded to provide reliable after-school transportation in the Buckhead and Brookhaven communities of Atlanta, Georgia. We worked with CarePool’s founder, Kat Duncan, to identify the brand’s core traits, values, voice, and tone before we even began sketching the brand visuals. Our task was to develop a brand look and feel that evokes the brand essence—a brand that is safe, trustworthy, reliable, convenient, and helpful.

Challenge

The primary challenge for rebranding this childcare shuttle company was to ensure that we differentiated its message and purpose from rideshare companies like Lyft and Uber. This meant we needed to be strategic in both the copy and design.

We also worked to establish a foundation that showcased the brand’s expertise and reliability—an effort to iterate trust in an emerging brand.

Solution

One way we worked to build trust involved calling out the brand pillars and core traits that support the company message of reliability. The company tagline we developed puts trust at the forefront of the message: Trusted transit for your precious cargo.

We worked to understand the mindset of the target customer audience: parents in the Buckhead and Brookhaven neighborhoods of Atlanta.

All imagery and content developed were carefully selected and crafted in support of the message to help prospective parents better understand that they can trust Carepool. We married a modern look with a traditional feel to emphasize a family-friendly message. We referred to color psychology and chose deep blues and gold to build trust and establish credibility.

The result is a brand look and feel that is trustworthy, safe, and family-friendly.