Re-brand and re-launch an automobile company that had been purchased out of bankruptcy.
Define the Karma as “distinctly Californian” and give it a unique position in the well-established luxury automobile marketplace.
Target a very narrow slice of an ultra-affluent demographic.
Develop a sophisticated brand direction uniquely Karma. The “tool box” included Karma brand messaging and a new visual language. GoCo also captured a world-class library of video and photography of the Karma automobile and lifestyle in Southern California settings.
Produce a series of “Road Trip” branded content videos highlighting California locations and activities.
Create a distinct online presence – including a car configurator – emphasizing the ways nature inspired the car’s design and colors directly relating to their customers preferences.