Grover Rebrand.
Grover is the leading tech rental service in Europe. The start-up was founded in Berlin in 2015 and is currently valued at over US$1 billion. I was engaged by the CEO to rebuild the brand from the ground up in preparation for further international expansion and to launch in the USA.
Alongside The Goodwins and my in-house Brand Team, I worked to develop a clear and distinct brand strategy, guiding everything Grover does as a brand. How it looks, how it feels, how it sounds and how it acts—resulting in a rich pathway to deeper affection, connection and loyalty toward this hyper growth success story.
A global rebrand is so much more than just a new coat of paint—even though the right colour choices are most definitely part of it. With Grover’s ambitious goals, we needed to create a new, strong brand claim. An articulation of what Grover stands for and why people want to have the brand in their lives: More Tomorrow Now.
The brand world of Grover conveys a new attitude towards life. One that people from all walks of life want to be a part of. A world that’s big, fresh, confident and inviting.
To create this brand world, we need an emotional and authentic visual language. We shot situational scenes from real life with people who’ve experienced Grover and the feeling of freedom and flexibility that goes with it. They are open to new things and enjoy them to the fullest.
The brand’s primary colour, Torch Red, is peppered throughout every shot in order to give the feeling of cohesion and togetherness. This carries across all brand communications from emails to TV to TikTok.
Establishing an iconic brand requires commitment. It needs consistent integration across all brand touchpoints; from colour usage to illustration style to tone of voice and beyond. The worth of a brand is not only measured in how it looks and feels, but how it acts—which is evident in the ongoing branding, strategic partnerships and sustainability efforts from Grover as it steamrolls towards IPO.
Tomorrow’s tech lets us achieve extraordinary things today. To experience deeper, work smarter, play harder and live better. The reimagined and revitalised brand is continually helping Grover to create more meaningful connections with more people across the globe—giving them a simpler, smarter and more sustainable way to get the best tech for their best life.