We started by looking at the first license renewal letters, and a range of comparable direct mail from the UK. We used semiotics and language analysis to understand what they were unconsciously communicating and why that was preventing consumers from renewing straight away.

Their letters strongly signalled an ‘authoritarian threat’. The letters used sharp-edged boxes, blue and black colours, a personality that was recognisably male, and a tone of voice that felt like being told off by a parent.

We recommended evolving the letter so that it communicated a more ‘enabling personality’ in line with emergent cultural context. That included adding white space, using a lime green colour, more dynamic icons and tone of voice that felt like talking to someone on an even footing.