Redde Northgate is a FTSE 250 stalwart. A leader in integrated mobility, the group offers vehicle rental, fleet management, electric charging installation, vehicle disposal, vehicle ancillary services, replacement vehicles, repairs, incident & claims management, vehicle data and EV fleet consulting.
The business has been called Redde Northgate since 2020, when Northgate plc merged with Redde plc, a provider of replacement vehicle, incident and accident management services. Northgate still exists as a group company, alongside a growing group of ancillary businesses.
Over a six month period, we helped the group showcase the true value its business and growth opportunities, creating a new name, brand strategy and corporate identity to host its breadth of integrated mobility solutions.
The mobility landscape is changing fast and the future is all about connectivity, continually developing and improving mobility, making it better, more efficient and more convenient for everyone.
By focussing on customers’ changing needs, the business is better prepared to provide a continually better, simpler, seamless service and to create even more complementary products and services to support them throughout their journey, letting them get on with their business and life.
The more connected you are as a business, the more efficient and better prepared you are for the customer.
All this was captured in our concentrated brand idea for the group: ‘Moving Smarter’
Helping Redde Northgate transform into Zigup – a modern mobility platform – was really an exercise in showcasing the business they are today and their potential – and adding some attitude!
The desire for a new name was part of the brief – to move away from the past and to unify the internal culture under one short, memorable name that supported the idea of ‘moving smarter’.
And so, Zigup was born – a compound name with ‘Zig’ for dynamic movement and ‘Up’ for a positive direction.
As with the name, the merger had brought about a complicated fusion of identities. We stripped this all back, coming in with a completely new look that would distinguish Zigup from its competitors, bring reassurance to investors and B2B clients, as well as have a B2C flair.
The existing visual identity was two competing identities – one green and one red. With our task of unifying the business and culture, we stripped everything back with a completely new identity to distinguish Zigup from its competitors, bring reassurance to investors and B2B clients, as well as have a B2C flair.
Underpinned by the new strategic framework, the identity becomes a dynamic manifestation of the seamless end-to-end journey that customers expect when partnering with Zigup.
The joining arrows of the ‘interchange’ symbol represents direction and progress, seamlessly integrated into the brand’s visual identity. By scaling up and repeating the arrow, we create a dynamic graphic language that maps the customer journey.
Dynamic and adaptable, the new brand property serves as a visual metaphor for the seamless integration of Zigup’s various services delivering a smooth customer experience. This core idea is embodied in the logo, motion behaviour and digital elements, creating a cohesive and flexible visual identity.
The new colour palette aims to modernise the brand, by introducing a bold combination of vibrant Teal and Purple, complemented by a strong accent Pink.
Zigup’s aspiration to become digital-first is further reinforced by the introduction of new motion behavior principles that align with the brand’s new identity. These principles have been carefully crafted to ensure that every interaction feels dynamic, responsive, and engaging. The brand feels snappy and agile, mirroring the fast-paced, digitally-driven landscape it aims to lead.
David Law: Founder & Executive Strategy Director
Shaun Turnbull: Creative Director
Luca Portik: Lead Designer
Beth Baines: Head of Account Services
Isobel Gillott: Account Manager