Great State

A better-connected future

The automotive industry is evolving rapidly. Electric vehicles and automation are just a few of the factors shaking things up.

And if you buy, sell, or manage vehicles for a living, chances are you've used at least one product in the global portfolio of Cox Automotive.

This rapid change in the sector comes with ever-shifting customer needs, especially as connected data begins to drive business decisions about the consumer market.

Cox Automotive wanted to unify their vast portfolio of brands, solidifying their position as the world's largest service provider: stable, insightful, and veritable.

So, we got started with a new digital identity and website to do just that.

Web Design - Homepage

The must-follow brand

At a time of electrifying change in the industry, 360 degree insight is vital to customer confidence. Cox Automotive's 125-year legacy and industry leadership would be the building blocks for a digital identity that was kinetic, dynamic, and always up-to-date.
Cox Automotive and Great State collaborated on a creative direction that retained the global brand essence and original logo while refining its market presence for contemporary European sensibilities.

Pan-European appeal

At its core was a visual unifier for the brand, a streamlined X device, with a pulse of light representing the flow of dynamic data from one business to another.
A Swiss typeface, precise grid, and revised colour palette came together to challenge customer perception: presenting the collective brand as modern, interconnected, and seamless.
A mobile-first website, with thoughtful micro-interactions, rapidly emerged. Motion principles encouraged a free-flowing, user-centred experience; connecting compelling insights to effective solutions, to new business leads.
Previous images of car showrooms and long-form copy were replaced with aspirational European imagery and an elevated, ‘must- follow’, insight-rich tone of voice – translated easily across social, CRM, and site.