AA: Revitalising the mobile service

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The AA is one of the most respected, trusted and recognisable brands in Britain - a consumer champion of motorists for more than 100 years. But the AA's digital world had suffered from historical under-investment, and a fragmented structure that didn't reflect their customers' needs.


The AA engaged Rufus to establish a clear vision and strategy for digital, create a roadmap to deliver that vision, and design and build a ‘New World’ digital ecosystem that put their users at the heart of digital brand experience.

Rufus Leonard

Ever since our founders, Neil and Darrel, started Rufus Leonard 29 years ago, we have been helping businesses create extraordinary experiences for their colleagues and their customers across all touchpoints. We do this with an engineering mindset, which means we’re both visionary thinkers and detailed doers. We believe this holistic approach is critical for success in an increasingly complex world. Our integrated offer enables us to design, build and fine-tune the engines of Extraordinary Brand Experience – Organisational Engagement, Brand Optimisation, Service Design & Build and Technology. Supporting brands like Lloyds Banking Group, British Gas, Reckitt Benckiser, Royal Mail, Stagecoach, BBC and Aggreko.

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