B2B Automotive SaaS | B2C E-commerce Platform Dual Brand Strategy
Summary
Like many start-ups, Wagonex has a compelling proposition but wasn’t communicating this to its intended audience effectively. Wagonex was serving two different audiences under one brand which meant it found itself rarely speaking to the audience it wanted to. On the B2B side of things we had the Wagonex which was a SaaS platform for fleet operators and dealerships. On the B2C side, you had Wagonex which was a subscription marketplace for consumers. One was overly technical for everyday consumers and the other struggled to establish credibility with enterprise partners.
As the business experience stunted growth and was unable to clearly market its proposition to the right audience, the lack of brand definition became an obvious reason. I was set to not just give Wagonex a new look, but a new brand architecture that would give clarity to both sides of the business and unlock new commercial opportunities.
My Approach
Let's begin with Discovery
First thing on the agenda was understanding the challenge from all angles. What was we trying to achieve? Who was we trying to speak to? What message did we want to put across? Who are we?
I conducted a series of workshops with key stakeholders within the business to capture internal perspectives of the brand and the pain points each stakeholder experienced when engaging with customers and partners. I reviewed customer feedback outlining where messaging and design were breaking down in the journey and conducted competitor analysis across the automotive and subscription landscape. What are others doing?
This approach revealed a common theme. Successful brands clearly separated their enterprise and consumer offerings, tailoring both language and experience to the expectations of each audience. This insight reinforced the need to create a dual-brand strategy.
Determining Strategy
I instantly begun with separating Wagonex into two distinct but related identities:
- Introducing Wagonex.io: A technology-led brand for B2B clients, designed around the values of trust, scalability and innovation.
- Introducing Wagonex.com: A consumer-facing marketplace, positioned around accessibility, lifestyle and simplicity.
The strategic challenge was not only to differentiate these brands but also to ensure they felt connected as part of the same ecosystem. I established shared brand principles and a modular design system that gave both .io and .com the flexibility to express themselves while remaining coherent.
Execution
B2C: Wagonex.com
One of the biggest opportunities was rethinking the customer journey for the subscription marketplace. I mapped the end-to-end experience, identifying moments of friction that caused drop-off. The new journey was designed to feel intuitive, human and put confidence-building at it's core. After all, confidence is a leading factor in buying habits. The brand was expressed through high quality IMAGIN imagery, conversational copy and frictionless flows that reflected the ease of subscribing to a car.
B2B: Wagonex.io
On the B2B side, the focus was consistency and credibility. I created a unified design language that made all enterprise products - from dashboard to marketing touchpoints - feel cohesive and professional. Built on the principles of Wagonex.io’s brand identity, the design system emphasised clarity and functionality helping position the brand as a serious SaaS partner for automotive businesses.
Outcome
The dual brand strategy yielded immediate results. Clarity. Clarity. Clarity. Partners could now engage with wagonex.io as a credible technology provider with targeted messaging aimed with promoting its enterprise solutions, talking to its enterprise partners free from the noise of consumer messaging. Alongside this. waognex.com became a more inviting and commercially effective marketplace, with a smoother customer journey and stronger emotional resonance.
For Wagonex, this separation unlocked new commercial opportunities. Wagonex.io opened doors to enterprise partnerships that had previously been out of reach, while Wagonex.com delivered a consumer experience that supported growth and adoption. Together, the brands gave Wagonex a stronger investor story and a scalable framework for the future.
Reflection
This project was a powerful reminder of how design can drive strategy in early-stage startups. By combining research, workshops and competitor analysis with a holistic design process, I helped Wagonex move from a single, unfocused identity to a clear dual-brand strategy. More than just a rebrand, this was a business reset: a way of aligning product, brand and customer experience to unlock growth.
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