GoTo Connect Garage
GoTo Connect was launching a podcast for the automotive world and needed an identity plus promo assets, for both audio and video. The brief: stand out, feel new, stay on brand. No further references. Two weeks.
The problem
The goal was for someone scrolling a podcast feed, or opening an episode, to stop, enjoy what they see, and still recognize GoTo.
Before opening my software, I asked my team lead and the stakeholders about the vibe, the audience and any podcasts they admired. Most questions stayed unanswered, but one answer changed everything: they wanted something fun and eye-catching.
So I built two opposite directions to test the water. One was clean and corporate, with AI-generated imagery.
The other borrowed from vintage garage signage, the hand-painted lettering you see on old car workshops.
For that one, I took the brand’s body font, scaled it up, skewed it, taking as reference the inclination on GTC logo, and made it bold. The guidelines never use it for display, though nothing says you can’t.
My hypothesis
Familiar brand DNA used in an unexpected way would feel new, and a workshop sign would feel fun.
The stakeholders chose the bold option right away and asked for very few changes, which almost never happens.
The risk I worried about, people disagreeing with an unusual typographic choice, didn’t materialize. I delivered the cover, thumbnails, opening and closing sequences, lower thirds and profile logo, and the podcast went live.
They were happy with the result, and they still use the visual identity today.
Ask first, then twist
The stakeholders chose the bold option right away and asked for very few changes, which almost never happens.
The risk I worried about, people disagreeing with an unusual typographic choice, didn’t materialize. I delivered the cover, thumbnails, animated opening and closing sequences and profile logo, and the campaign went live.
They were happy with the result, and they still use the visual identity today.