Gotcha

Brand Marketing

Social Media Art Direction + Campaign Design

Gotcha develops innovative shared mobility products and technologies that get people out of single-occupancy cars.

As part of the marketing team, we developed a new strategic and visual solution to propel Gotcha’s mission of empowering people to lead better lives through sustainable shared mobility. When you ride with Gotcha, you ride with a fierce group of advocates who make your experience fun, easy, safe, and dependable.

The
Challenge.

In 2009, Gotcha was created with the vision of a more sustainable solution to shared mobility, hence Gotcha’s OG acronym: Green Operated Transit Carrying Humanity Around. Our challenge was to take what started out as co-branded ride share systems with numerous different logos and beliefs and merge it into one lifestyle brand propeling the belief that mobility is freedom.

After 7 days of trekking through southern backroads, we edited together a short doc to premiere at our own event during SXSW. 

After 7 days of trekking through southern backroads, we edited together a short doc to premiere at our own event during SXSW. 

After 7 days of trekking through southern backroads, we edited together a short doc to premiere at our own event during SXSW. 

After 7 days of trekking through southern backroads, we edited together a short doc
to premiere at our own event during SXSW. 

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The
Approach.

To usher in this new era of Gotcha, we crafted a tone and brand strategy that aligns with “the push hard, go fast” lifestyle that is the new Gotcha.

The trek concluded at our Trike Trek Test Track event nextdoor to SXSW. People came by to test out Gotcha’s line of monility products and take a spin on the Trike. They also enjoyed some snacks and beers while watching the premiere of the short documentary that we filmed during our week on the road.

This new comprehensive brand system needed to convey new brand values and an authentic lifestyle. It also needed to be flexible enough to adapt to the rapidly changing industry and the growing fleet of products that Gotcha offers.   

The trek concluded at our Trike Trek Test Track event nextdoor to SXSW. People came by to test out Gotcha’s line of monility products and take a spin on the Trike. They also enjoyed some snacks and beers while watching the premiere of the short documentary that we filmed during our week on the road.

The
Goods.

Gotcha’s photography is the first set of visuals that communicates Gotcha’s personality and tone.  These photos needed to showcase the diversity of our riders, their locations, and the Gotcha lifestyle.

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The photos were “funkified” to keep the photography from going stale as we used them throughout the year in different marketing efforts.

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Gotcha Branded Presentation Template

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Tri-fold brochures were passed out in cities and college campuses.

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Promo codes were made to get riders using Gotcha.

Start Spreadin'
the Word.

I created a variety of marketing materials to communicate the new Gotcha brand, the 4 different products Gotcha offered, the new subscription as a service program, called "Mo-Pass", and rider education.

Client: Gotcha
Creative Director: Paul Dunbar
Copywriter: Adam Hansen
Designer: Abby Pickus
Photography (bikes, scooters, ride): April Greer 
Photography (trikes): Kirk Roberts
Social Media: Michael Stettner
Press + Media: Caroline Passe

Client: Gotcha
Creative Director: Paul Dunbar
Copywriter: Adam Hansen
Design + Social Art Direction: Abby Pickus
Director of Photography: Brian Hollars
Video + Editing: Taylor Ellis
Social Media: Michael Stettner
Press + Media: Caroline Passe

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