About QRoutes
QRoutes had built a trusted platform used by nearly a third of UK councils to manage home-to-school transport. But as the business grew — with ambitions to expand internationally and reach new audiences — its story, website, and content needed to evolve too.The challenge wasn’t the product. It was clarity.
QRoutes needed a stronger narrative: one that aligned the board and wider team, spoke clearly to different audiences, and supported growth across sales, onboarding, recruitment, and partnerships.
What we did
Over 18 months, Cohesive worked closely with the QRoutes team to shape a clearer, more scalable brand story.
We began by listening, interviewing both clients and internal teams to understand how QRoutes was experienced in the world. From there, we helped define a new vision and mission, refine the company’s positioning, and create a narrative architecture flexible enough for future growth.
Working alongside the team and UX designer Marco Frezza, we also developed audience journeys and website messaging tailored to transport planners, consultants, admissions teams, and senior stakeholders.
Beyond the website, we helped lay the foundations for a broader content and enablement strategy — including newsletters, onboarding resources, seasonal campaigns, and customer engagement initiatives designed to support adoption and advocacy.
The outcome
QRoutes now has a clearer story, stronger alignment across the business, and a digital presence that reflects both the sophistication of the platform and the ambition behind it.
“Cohesive’s sweet spot is storytelling. We now have a story that unites the team and speaks directly to the challenges our clients face.” Liz Davidson, Chief Marketing Officer
Reflections
Working with QRoutes reinforced some key lessons about how story and strategy can unlock growth:
- Listen first, act second. The interviews with clients and team members gave us the raw material for everything that followed. Their words shaped the vision, mission, and messaging more powerfully than anything we could have written from the outside.
- Sequence matters. By starting with story and alignment, we avoided the common trap of jumping straight into tactics. Because the team had already agreed on their vision and values, the website and content strategy flowed naturally and felt authentic.
- Clarity is a growth driver. For QRoutes, sharpening the vision (“Wider horizons for everyone, everywhere”) and mission (“We put people at the heart of sustainable route planning…”) created a north star that now informs sales conversations, recruitment, partnerships, and product development.
- Tailoring builds trust. Mapping user journeys and creating tailored messaging for different audiences (planners, admissions coordinators, consultants) was essential. Each group needed to hear not just that QRoutes could solve transport problems, but that it understood their specific role in the process. This tailoring will be critical in shortening sales cycles and supporting international expansion.
- Content isn’t window dressing. It’s enablement, designed to remove friction, accelerate adoption, and help customers become advocates. This work directly supports QRoutes’ goals: speeding up procurement, creating more “super users” who evangelise the product, and cross-selling into new use cases.
For us, the QRoutes collaboration was a reminder that the most effective brand and content work doesn’t just make a company look better from the outside, it strengthens alignment, confidence, and momentum on the inside. And when a team is as ambitious and capable as QRoutes, that alignment translates directly into growth.
