GM needed to signal safety and security to drivers in a way that was both new and memorable.
Create visual meaning in a word. Stars are ancient, iconic images in cultures around the world, particularly important in transportation and navigation. Our research revealed that the combination of letter shapes and sounds in OnStar evoked a sense of safety among automotive consumers.
The automotive category is inherently aspirational: cars are an expression of personal identity. We aim to match this personality to what consumers expect and desire from their driving experience. In this way, the automotive names we develop unlock new ways of thinking about who you can be and what you can accomplish when you get behind the wheel.
A Few Automotive Brands We've Named: