A product by Motor Vehicle Software Corporation (MVSC)

Context: A few years ago, MVSC’s flagship product, DMVdesk, disrupted the electronic vehicle registration (EVR) industry in California with its efficient beginning-to-end software and service platform for auto dealer personnel, government officials and other auto-related businesses that require a streamlined vehicle registration process.

While a leader in California’s EVR space, MVSC had no presence beyond intrastate boundaries and wanted to launch DMVdesk 2.0 on a national scale. To do this, the company needed a research and design partner to develop and leverage a compelling brand strategy, expression system and activation that would not only comply with states’ registration processes — processes that differ across all 50 states — but also exceed the success DMVdesk had.  

Methods: Stakeholder interviews, segmentation analysis, competitive landscape audit, immersion, journey mapping

Output: The launch of Vitu, formerly known as DMVdesk 2.0, complemented by a comprehensive brand book (strategy, identity, activation) that included a corporate narrative, brand essence, brand architecture, product positioning, product point of view, product value propositions, naming strategy and product launch roadmap

My Geek Out Strategy Moment: When I delivered the first iteration of the corporate narrative to the client, I received a standing ovation. This was the first (and only) standing ovation I have ever received for anything I have done at work. 

Click on the following image to view the Vitu brand book.

In collaboration with VSA Partners