Guidoio
A People-First Brand for a New Kind of Driving School
For Guidoio, earning a driving licence is a step towards personal independence. We drew on research into students’ motivations and emotions to define a new brand positioning and develop a visual and verbal identity that connects the practical benefits of digital learning with the experience of a new generation of drivers.
Founded in 2023 by Lorenzo Mannari, Guidoio is an Italian digital driving school combining a mobile platform with a network of physical driving schools and certified instructors. Students can prepare for exams, manage documents and payments, and book driving lessons through the app. Following its expansion into several Italian cities, we joined in 2026 to develop its brand strategy and visual identity.
We began by listening to students. Through interviews, surveys, reviews and thousands of customer support conversations, we explored what motivates people to enrol and what concerns them along the way. Two moments stood out: deciding to begin, often accompanied by uncertainty, and passing the test, a personal achievement naturally shared with friends and family. For a service typically purchased only once, these insights highlighted the connection between customer acquisition and word of mouth.
The findings shaped a positioning centred on students themselves. Freedom, independence and the satisfaction of earning a licence became the foundations of the brand narrative. We developed a direct, empathetic verbal identity informed by Generation Z, acknowledging the concerns of learning to drive while celebrating progress and achievement.
The visual identity brings this perspective to life through an expressive palette of greens, bold typography and playful illustrations. We redesigned the logo and introduced Chillo, an illustrated character that accompanies students throughout the learning process. The visual direction focuses on authentic emotions, from the uncertainty of the first lessons to the excitement of passing the test, giving the brand an approachable, recognisable personality.
Our work included research-led brand strategy, visual and verbal identity, AI-generated graphic assets and comprehensive brand guidelines. Designed for social media, advertising, digital communication, driving school locations and branded vehicles, the identity provides a consistent language while leaving room for students’ own stories. It gives Guidoio a way to communicate the technology behind its service through what matters most to its audience: the freedom that comes with getting a licence.
In Brief
Brand Positioning
Visual Identity
Verbal Identity
Brand Guidelines
AI Imagery & Video
For Guidoio, earning a driving licence is a step towards personal independence. We drew on research into students’ motivations and emotions to define a new brand positioning and develop a visual and verbal identity that connects the practical benefits of digital learning with the experience of a new generation of drivers.
Founded in 2023 by Lorenzo Mannari, Guidoio is an Italian digital driving school combining a mobile platform with a network of physical driving schools and certified instructors. Students can prepare for exams, manage documents and payments, and book driving lessons through the app. Following its expansion into several Italian cities, we joined in 2026 to develop its brand strategy and visual identity.
We began by listening to students. Through interviews, surveys, reviews and thousands of customer support conversations, we explored what motivates people to enrol and what concerns them along the way. Two moments stood out: deciding to begin, often accompanied by uncertainty, and passing the test, a personal achievement naturally shared with friends and family. For a service typically purchased only once, these insights highlighted the connection between customer acquisition and word of mouth.
The findings shaped a positioning centred on students themselves. Freedom, independence and the satisfaction of earning a licence became the foundations of the brand narrative. We developed a direct, empathetic verbal identity informed by Generation Z, acknowledging the concerns of learning to drive while celebrating progress and achievement.
The visual identity brings this perspective to life through an expressive palette of greens, bold typography and playful illustrations. We redesigned the logo and introduced Chillo, an illustrated character that accompanies students throughout the learning process. The visual direction focuses on authentic emotions, from the uncertainty of the first lessons to the excitement of passing the test, giving the brand an approachable, recognisable personality.
Our work included research-led brand strategy, visual and verbal identity, AI-generated graphic assets and comprehensive brand guidelines. Designed for social media, advertising, digital communication, driving school locations and branded vehicles, the identity provides a consistent language while leaving room for students’ own stories. It gives Guidoio a way to communicate the technology behind its service through what matters most to its audience: the freedom that comes with getting a licence.
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