A dynamic brand tone of voice for a cutting-edge vehicle remarketing leader.

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The Brief

How do you get dealers and buyers excited about a new brand direction and the latest in technology for the remarketing market?

ADESA don’t think like most vehicle remarketing brands. They are champions of change, of thinking of new ways of reinventing tired, old fashioned processes. They are also backed by KAR Global, a leader in building the most trusted automotive marketplaces through innovation, technology and people.

The ADESA premise is easy to sell. They have unique, industry-first products and technology that is both innovative and smart. But how do you package it up in a way that speaks directly to busy, time poor dealers? Or too fussy buyers looking to update their stock?

The result is a combination of an intuitive and creative User Interface design, eye-catching graphic design and copy that literally cut through the boring jargon to reveal words that speak directly to the user. Words that resonate with their frustration. They are bored and tired of doing business in a certain way, and desperate for change in a stagnant industry. So why not just acknowledge that and present ADESA as an innovative partner to help them change their way of working?

ADESA are perfectly positioned to help vehicle remarketers find their way out of lockdowns and the global pandemic. Their products are dynamic, savvy and most important online. In a few years physical auctions might be a thing of the past, and online platforms like ADESA’s UPSTREAM will be paving the way for a new way of sourcing and selling stock.

Read a recent blog article here.

Have a look at the website messaging live here.

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