Cox Automotive Europe
Rebranding as an automotive giant ready to lead across Europe
For over 125 years, Cox Automotive has been a world leader in automotive services, delivering vital B2B technology and products that keep the car industry connected and moving forwards. But in Europe the brand wasn’t sitting right – it was dated and failing to reflect the business’s ability to deliver powerful insight. Cox Automotive needed a cutting-edge, digital-first identity – one strong enough to sit above its many sub-brands and flexible enough to scale across the diverse pan-European market.
We conducted deep discovery to understand Cox Automotive’s brand ecosystem. Our research revealed the issue: The guidelines weren’t sufficiently digital and felt orientated towards the U.S. market. What’s more, customers looking at the brand weren’t seeing that Cox’s solutions were interconnected. The ecosystem existed, but the brand didn't join the dots.
Designed to be adaptive and dynamic, the aspirational new brand identity works seamlessly across every digital touchpoint – from CRM to social – but the foundation is the website - where users can quickly understand how products combine into advanced solutions. Fluid motion principles, tactile micro-interactions and precise design patterns came together to bring the brand to life.
At the heart of the new identity is a X-device extending from the Cox logotype. An intersecting pulse of light travels down through it as you scroll, representing the dynamic flow of data across the ecosystem. Scandi-cool imagery compliments it, helping to convey a sense of European end-users benefitting from a seamless driving solution.
Every interaction was crafted to shift perception from legacy provider to connected leader, reflecting the power of the data insight at the heart of Cox’s offering. Crafting a precise, intuitive design system as seamless as the solutions it represents.
100% of potential customers worth £50m+ said they were more likely to work with the brand post-relaunch. Digital interactions surged 48%, while page views climbed 62% - proof that brand transformation isn’t just a look – it’s a growth engine. Cox Automotive has evolved, setting new standards for how the automotive industry connects, communicates and grows. With a seamless, scalable brand in place, they're not just matching the automotive industry - they're leading the way.