The pure joy of driving

Insight The working title iCar lacked distinction in a crowded market and risked being dismissed as derivative. The team needed a name and identity that captured both innovation and credibility, something that would resonate with investors and future retail partners. The challenge was to balance clarity and confidence while keeping the brand accessible to customers who might be wary of online car sales.

Story Through immersive sessions with the founders, we explored the technology, mindset and ambition behind the platform. The outcome was a clear proposition built around empowerment and simplicity. The new name, Rockar, was created to feel solid, memorable and human. Its rhythm carried energy and confidence, while the idea of “rocking” the market spoke quietly to disruption. The brand core, Click. Buy. Drive., expressed the straightforward process at the heart of the experience.

Engage The first identity was designed to help the founders secure investment and attract early partnerships. We shaped a tone that reflected ease, independence and trust. The interim brand toolkit was applied to investor materials, prototype interfaces and initial marketing. It set the foundation for future collaborations, including projects with Hyundai, Ford, Mitsubishi and the showcase alliance with Jaguar Land Rover.

Clarity Rockar became a recognised name in automotive retail, proving that simplicity and technology could change the way people buy cars. What began as an investment pitch evolved into a platform adopted by major manufacturers and a new benchmark for omni-channel car sales.

Insight Audit Stakeholder interviews

Story Brand definition

Engage Naming Interim brand identity creation Brand identity guidelines

We worked with Reed Words naming brainstorm