Comprehensive Brand Strategy and Digital Redesign for Quotz

Live website(s):

Quotz Singapore 

Industry: Automotive

Discipline: UI+UX Web Design Web Development

Brand Strategy Brand Identity Digital Marketing

With over 5 million monthly unique users and averaging over 70% market share of second hand automobile transactions in Singapore, SgCarMart is Singapore’s undisputed No.1 Automobile Marketplace Platform. It was acquired by Singapore Press Holdings in 2013.

As one of SgCarMart’s key subsidiaries, Quotz was launched as seperate brand since 2007. It has since helped thousands of individuals sell their vehicles directly to automobile practitioners via its proprietary auction bidding platform, quickly with minimum hassle and maximum peace-of-mind.

Our role: 

We were brought in by the Quotz team to help in clarifying the Brand Strategy, Marketing Positioning and redesigning the Digital Touchpoints.

As part of the Brand Strategy scope, we worked on the Brand Identity by developing an Identity System via a Brand Guide; and also worked on designing the Brand Applications such as the stationery, print collateral, signage, vehicle decals and also Product Design (UI/UX) such as the website & mobile app. 

As part of the Marketing Positioning scope, we crafted the Marketing Taglines & Slogans, key words and prepared the supporting graphical and copywriting assets.

“We adopt a people-first approach that that focus on bringing less discomfort and more enjoyment to our client experiences, by walking in their shoes. This resulted in benefits such as highest price guarantee, lower fraud risks & faster en-cashing."

How Quotz differentiates in the market

Process: Brand Strategy As clarifying the Brand Strategy is a key scope, we started specifically with a Brand Discovery session by sitting with key members of the Quotz team and worked on collating key data, goals and outcomes for the brand. We further worked collaboratively with the Quotz team to conduct surveys and interviews to extract insights which we used to discuss more in our following strategy exercises. 

During the strategy exercises, we used previously collated data and insights to collaboratively derive and define the What, How and Why for Quotz. Using that as the foundation, we further developed the Brand Purpose, Brand Essence and Brand Positioning. By using Persona & Archetypes, we further defined the Brand Values, Brand Character and finally its Brand Tone of Voice. These artifacts help to form a more cohesive and consistent Brand Story, which will act as the guiding light in all everything we do for the Quotz Brand.

Process: Brand Identity

As part of the scope, we developed an Identity System for Quotz by systematically developing guidelines on logo usage, brand elements, iconography, color palettes, typography and imagery. A living Brand Guide was created to house this Identity System.

To ensure the brand identity works well in different applications and screen sizes, we made sure to refine the logo in a responsive system. The logo adheres to graceful degradation as it retains its distinct and memorable attributes even as it sheds more of its elements to work for smaller screen or media sizes.

Process: UI/UX & Product Design for Website & App

As part of the scope, we were tasked to refresh the dated Quotz website and also to design the user interface for its section within the SgCarMart mobile app. 

For every Product Design (UI/UX) project, we start by defining the key users via a hybrid approach of surveys & user interviews to collect data points to form empathy maps, user personas, user journey maps and ultimately the problem statement. We also did an audit of close competitors in terms of positioning & usability to add to the foundational research.

With the foundational research done, we worked on the user flow, paper wireframes and low-fidelity prototype which we used to perform an unmoderated usability test to observe issues of usability. With the findings, we iterated and created a high-fidelity prototype to do another round of unmoderated usability test to finalise the UI/UX.

With the UI/UX finalised, we liaised with Quotz & SgCarMart’s in-house development team to complete the design handoff.

Process: Brand Applications & Marketing Assets

To prepare for the digital marketing campaign, we prepared the Brand Applications and supporting marketing assets for the Quotz team to deploy. For digital, we prepared the templates in industry standard formats and sizes.

For print, we prepared the templates as production ready files in Adobe Illustrator or Indesign formats.