Onto is establishing a new category in the 'electric car buying' space that is 'car subscriptions'. Rather than owning a car (and all associated costs), Onto offers a monthly flexible contract where all costs are included (including your charging). The challenge is that this breaks the normal assumptions of a driver and is a new way of having a car.

Our acquisition channels and ads need to explain this complex proposition into simple and easy to understand message as well as overcome the initial 'sticker shock'. Since we're all-inclusive, the monthly price is naturally higher than what consumers normally see on leasing deals.

As Head of Growth, I'm at the forefront of driving the acquisition strategy.

Brand new fanny pack brand with 0 social proof. We had to start from scratch!

• To begin, we did a comprehensive needs analysis - uncovering which pages would need to be added, and how we could structure the site so the team could continue to iterate on it.

• Next, we began devising the design system - how would the visual identity of the brand evolve to reflect this new direction?

• Finally, with these assets in hand - we planned out the entire sitemap and URL structure, so everyone knew what the final site would entail. From there, we were off to the races!

They were working with another agency that didn't really understand their product and couldn't get the right messaging