Brand Strategy & Research Case Study — GetOut
Turning a complex merger into a unified brand with a single, powerful purpose.
How it started
Two brands. Two apps. Two teams. Two pass products — with nearly identical missions, overlapping markets, and a shared conviction that families deserve more time together outside the house.
GetOutPass and Pogo Pass had been running parallel for years: different names, different logos, different regional footprints, but the same fundamental idea. When the companies decided to merge, the opportunity was obvious. The execution was not.
The new combined company needed more than a new name. It needed a brand that could carry the weight of two loyal customer bases, make sense to venue partners and affiliates across 33 U.S. markets, and give the internal team something they believed in enough to build toward — together.
What we did
Program 11 led a full brand evolution engagement: stakeholder discovery workshops, competitive and market research, quantitative surveys (fielded both internally to customers, vendors, and partners, and externally to a general market panel), and focus groups with general market audiences and internal teams. From there, we developed the brand strategy, name, positioning, messaging architecture, logo, and a complete brand style guide.
Our a-ha moment: The research didn't reveal two brands that needed to be reconciled. It revealed one brand that had been operating under two names. Audiences on both sides understood the same core value: a pass that helps families get out of the house and try new things together. The work wasn't about splitting the difference — it was about finding the version of the idea that was worth building an entire company around.
That idea became GetOut. One word. One instruction. One purpose: To Unite Families by Creating Forever Memories.
How it’s going
A year after the engagement began, the CEO dropped the announcement his team had been holding….they’d completed the merger and build beautifully. One website. One app. One backend platform. One brand — live in 33 markets nationwide.
The reaction on LinkedIn and IRL has been overwhelmingly joyful and positive. People love the brand.
The name and the mission landed exactly where the research said they would.
"Miriam Bookey, Jenna Briand, and the team at Program 11 have been brilliant partners in making this happen. They listened. They provided both data AND insights. They built plans that showed they cared about our business and goals. If you're looking for a terrific agency to build a brand with, this is a 5-star review from a happy customer."
— Kyle Poll, CEO, GetOut
