cinch

BCA, a giant of the UK used-car market, could see new entrants coming and decided to be its own disruptor. cinch was the result: a new brand for under-served customers, with six months from inception to launch. In that time the brand had to be created, the product imagined, validated and built, and a wide range of agencies and partners brought together.

We co-created the identity with Iris, the above-the-line agency, and set out from the start to make something that moved comfortably between billboards, digital marketing and an end-to-end online car-buying experience. I led the sessions with the combined creative team that turned the brand into a system the product could use, in five weeks.

From there we designed, tested and refined the product as we learned more about the people buying from it, so that the brand’s promise, car buying without the faff, held all the way through the interface. The minimum lovable product launched almost exactly six months after we started.

Launching that early put cinch among the first wave of digital-first places to buy a car. It grew quickly into one of the leading ones, in a UK used-car market worth more than £100 billion.