Skedaddle Launches New Brand Identity from The Gate

The Gate has launched a brand refresh for online used-car dealer, Skedaddle (formerly Carsation), Beau Fraser, president of The Gate announced today. Elements unveiled include a new brand positioning, name, logo, tagline, and identity system. The Gate won the account last year following a three-month review.

The identity centres on a new name, Skedaddle. A fully integrated campaign is expected later in the year.

The design was created by associate creative director, design, Charlie Williamson, with the renaming belonging to associate creative director, copy, Michael Abadi both of whom report to chief creative officer David Bernstein.

“We think the Skedaddle name and tagline line – home of the eight-minute car – perfectly captures our brand benefit of speed and ease,” said Skedaddle CEO and founder, Duane Berkey. “With consumers anxious to avoid traditional used car dealers, many are turning to the internet where they already do much of their shopping. Skedaddle’s brand identity answers that need with personality and a wink.”

According to Accenture, 75% of consumers would consider making their entire car-buying process online, including financing, price negotiation, back-office paperwork, and home delivery. Skedaddle is one of a select few companies to step in and fill this need, according to Beau.

Beau commented: “The Skedaddle name in combination with the logo in the form of a stopwatch and tagline line neatly says a lot about the company and the positive brand experience a consumer can expect.”

Since launching the business in late 2019, Skedaddle has seen tremendous traction and growth that has accelerated during lockdown.