As a trusted South Australian brand, RAA has a proud history of supporting motorists. However, with the evolution of mobility solutions and decreasing reliance on car ownership, RAA wanted to broaden its support and expand its membership to include those less likely to own a vehicle, particularly the younger demographic.

The new mobility app would answer a real need – a single place where you can plan a journey within South Australia and travel any way you choose.

Building on RAA’s unique knowledge of South Australia, the new value proposition positioned the product as the go-to solution for planning journeys – “by locals, for locals,”

We crafted a short, snappy, and emotive name – RAA Go – reflecting the dynamic nature of the app and its focus on seamless travel experiences.

The visual identity of RAA Go draws from the core RAA brand, adapting and applying assets to resonate with a younger, tech-savvy audience.

To set the tone for the brand, we developed a brand story that communicates RAA Go as young, energetic, and direct. Bold and distinctive illustrations were created to connect with the target audience and enhance the user experience. The brand voice was crafted to be positive and light-hearted.

To guide the implementation of the brand across touchpoints, we developed a brand playbook. Outlining the brand’s personality, visual identity and messaging. Additionally, UI design principles were established to ensure a cohesive and user-friendly experience.