Reimagining an industry pioneer

For almost twenty years, GardX has been a driving force of disruption and invention in the international automotive industry. Having forged its reputation through its pioneering portfolio of award-winning vehicle protection products, they approached Fluid when they needed a partner to unlock the inner potential of their brand, and to help ignite a new era of growth across the globe.

Immersed in real ambition

A three-month immersion session was squeezed into three weeks of meetings, interviews and workshops, giving an invaluable and irreplaceable insight into the culture, history and ambitions of one of the leading brands in the international automotive industry. Whilst informing every creative decision throughout the re-brand, our shared immersion experience set a momentum and mutual appreciation that would underpin one of our most exciting re-brands in recent years.

Battling the protection perception

A reputation as an industry-leader in vehicle protection systems was both a huge strength and a significant weakness, as the business sought to heighten the profile of its increasingly successful insurance and digital solution brands. That’s why the critical lock-up was created. It serves as a simple but strategically important element of the new visual identity, enforcing the three expert pillars that form the GardX Protect, Assure and Engage brands.

A true digital transformation

Delivering on Fluid’s full-service strengths, the brand vision was quickly carried across scoping for four new websites, as part of a complete re-imagination of the GardX digital experience. Our core Drupal CMS and custom Featherbed codebase powers a headless React front-end, delivering rapid websites that make a mockery of Google’s Core Web Vitals SEO ranking factors.

Full-service creative support

Ongoing creative support spanning each of Fluid’s core teams continues to deliver the creative campaigns and collateral that will further fuel the company’s ongoing global expansion. Working in close partnership with the client’s talented marketing and creative teams, delivered disciplines span everything from video to photography, animation, copywriting, advertising, social media management, search optimisation and much, much more.

"Fluid have shaped an incredibly creative and exciting brand.It honours the heritage of GardX, whilst providing the perfect platform to help ignite our future growth plans. They said they wanted to work as an extension of our team, and that’s exactly what they’ve become."

– Mel Thorpe, Head of Marketing