At the outset, committing to a full branding project felt too high-risk for our business. But, with each phase of Luna 9’s process, I saw the results that showed this was going to be transformational. We’ve not looked back.
When you’re one of over 8,000 competitors, standing out takes more than awards and glowing reviews. Vroom knew their brand needed to do more — not just to impress but to drive sustained growth. We spoke to them about the reasons behind their rebrand, what they learned along the way, and the impact it’s had, including a 34% uplift in client acquisition in just three months.
Why did you decide to rebrand? What signs indicated it was the right time?
We recognised that while our existing brand served us well over the last 12 years, it didn’t fully reflect the business we have become today and our focus for the future. It became clear that to stand out in a competitive performance market, we needed a brand that was more aligned with our values, and better positioned to communicate our unique expertise within the digital marketing industry.
What were your reservations before starting the process?
One of our key concerns was ensuring that our new identity would remain true to our values of clarity, integrity, and excellence, while also feeling fresh and forward-thinking. It was essential that the rebrand reflected our role in guiding clients through an ever-evolving digital marketing landscape with confidence and care, as that’s the core of our partnership.
What did you learn about your business during the rebranding process?
The rebranding process underscored the importance of clarity and focus in how we tell our story. It revealed how much Vroom has evolved—both in our capabilities and in the way we guide our clients through the complexities of digital marketing. It was a valuable opportunity to realign with our purpose and ensure our messaging reflects not only who we are today but also where we’re headed.
What has rebranding enabled you to achieve that wasn’t possible before?
Rebranding has empowered us to elevate Vroom’s position in the digital market by creating a unified and compelling brand experience across all client touchpoints. This has not only enhanced our credibility and professionalism but also better communicates our value proposition, enabling us to attract new clients, strengthen relationships with existing ones, and confidently differentiate ourselves in a competitive landscape.
What were you looking for in a partner to help with the rebrand?
Vroom prioritised a team that truly understood the agency landscape, actively listened to our goals, and brought a fresh, creative perspective to the table. Strong communication was essential, as was the ability to challenge us to think differently about how we present ourselves. Ultimately, we wanted a team that could execute while fostering collaboration and trust—a foundation that was established from the very first call.
How did you balance the rebrand with your ongoing business priorities?
Balancing the rebrand with our ongoing priorities wasn’t always easy—there were moments when the scale of our projects and a particularly successful awards season pushed us to our limits. However, with the Luna 9 team, careful planning and a phased approach made it all possible. They broke the process into manageable stages, ensuring it didn’t overwhelm our operations.
Throughout it all, the Luna 9 team were excellent partners, working seamlessly with us and providing the support we needed to navigate the rebrand without compromising on the exceptional results we continued to deliver for our clients.
How did you ensure the new brand would resonate with your audience?
We ensured the new brand would resonate by gathering insights from our team and partnering with Luna 9 to analyse competitors and market trends. This combination of internal feedback and external research helped us create a brand that reflects who we are, highlights our unique value, and connects with our audience.
What impact has introducing the new brand had on your team and customer relationships?
Internally, the rebrand has instilled a stronger sense of purpose across the company. It’s also helped us attract new clients with a fresh, clear message that positions us as an industry leader.
What early feedback have you received since launching the new brand?
The early feedback has been overwhelmingly positive. Clients have praised the fresh, contemporary look and feel of the new brand, noting our space pigeon as a particular talking point—sparking curiosity and adding a playful touch to our identity. On top of that, we’ve already seen some strong leads generated, which is incredibly encouraging so soon after launch.
Update, May 2025:
In the three months following the launch of its new brand and website, Vroom saw a 34% increase in target client acquisition. CEO and founder Shane Curtin shares: “We feel the work with the Luna 9 team has absolutely impacted on our wins, both client side and across the awards we’ve landed over the last eight months. I’d encourage any business who is looking to grow and go up the food chain to go on the same road we have.”
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