Go.Compare, the UK’s renowned price comparison website, has undergone a fun and energetic transformation spearheaded by Ragged Edge, a London-based creative agency known for its bright and bold branding strategies.
Founded in November 2006 by a team of insurance experts, Go.Compare has long been recognized for its meticulous approach to comparing various products and services, including insurance policies, financial products, energy tariffs, and more. Unlike traditional comparison sites, Go.Compare distinguished itself by prioritizing the display of policy details alongside prices, setting a new standard in the industry.
Over the years, Go.Compare’s mission has evolved while remaining steadfast in its commitment to providing reliable and comprehensive comparisons. The company has cultivated a vast network of trusted partners, ensuring users can access a wide range of reputable options. Authorized and regulated by the Financial Conduct Authority (equivalent to the SEC in the US), Go.Compare offers users peace of mind in their decision-making process.
The rebrand signifies a strategic step forward for Go.Compare, solidifying its reputation as a dependable ally for consumers while injecting a burst of new life and character into the brand.
Go.Compare’s standout feature is its accessibility. The service is free for users, a testament to the company’s dedication to empowering consumers with transparent information.
Unlike others, Go.Compare doesn’t just list options; it serves up choices that are genuinely beneficial for users, placing their interests at the forefront,” says Max Ottignon, co-founder of Ragged Edge. “So we amplified that difference, positioning Go.Compare as the Champions of Choice.”
With an impressive 97% awareness rate, the recent rebranding initiative aims to capitalize on the website’s recognition and attract even more users. At the core of Ragged Edge’s rebrand is a genuine point of differentiation: Go.Compare is the sole comparison site accredited by BIBA (British Insurance Brokers’ Association), emphasizing trustworthiness in every recommendation.
“Ragged Edge worked closely with every part of our business to ensure they understood exactly what our aspirations were and how we wanted to evolve in the future,” says Paul Rogers, Marketing Director at Go.Compare. “Insurance can be heavy going – a grudge purchase. Ragged Edge has made it fun and rewarding. The rebrand has helped us to evolve visually and strategically and given us an even stronger sense of purpose, authority, and momentum as we continue to provide transparency and support for customers across a broad range of complex products.”
Central to the rebrand is the iconic figure of Gio Compario, Go.Compare’s beloved mascot. Gio, portrayed with exaggerated features in charming cartoon form, serves as the brand’s “choice champion,” advocating for users across every aspect of the Go.Compare experience.
In collaboration with artist Rami Niemi, the rebrand introduces an illustrative style that breathes life into the brand’s insurance products, departing from conventional stock imagery to offer a fresh, engaging visual narrative.
Complementing the visual overhaul is a new verbal identity – “the voice of choice” – characterized by relatable wit that resonates with customers. A custom-designed typeface adds warmth and character, reinforcing the brand’s distinctive personality.
The rebrand, designed to be instantly recognizable and scalable, ensures maximum visibility and engagement across various platforms. Ragged Edge’s collaboration with Go.Compare extends to the brand’s high-profile sponsorship of the Wales rugby union team, further solidifying its presence in the public eye.
