Coley Porter Bell has created the brand and web-site for goodypass.com, a new on-line discount business set up by GMTV and ITV Daybreak presenter Kate Garraway. goodypass.com which is now recruiting members, provides a celebrity take on the burgeoning multi billion pound market for on-line discounts by using well known personalities to front offers.

The site will sign up retailers and suppliers to offer members goods and services at reduced prices. In addition to Kate Garraway it is currently signing up other household names to ‘front’ the discounts in the coming weeks. The new site differs from existing discount sites like Groupon and Living Social by being less transactional and by incorporating elements of social media into its offer. Not only will discounts be fronted by relevant celebrities, members will receive messages from them.

As part of the brand development, Coley Porter Bell created the logo, name, brand identity and colour palette in addition to designing the look and feel of the web-site. The logo consists of the outline of a backstage pass over printed with the word goodypass. Purple and gold were chosen as the colours of the web site to suggest luxury with no particular gender bias.

“The core design thought was ‘Your badge of privilege,” said Emma Brock head of client services at Coley Porter Bell. “Picking up on the idea of a back stage pass, the logo is a way of injecting some pizazz , prestige and loyalty into the business of on-line discounts which has hitherto sometimes looked a bit bargain basement and transactional.”

Goodypass joins a growing number of group buying sites. The market leader, Groupon, a US site that offers users around the world one discount a day for goods or services in their city, is valued at more than $1bn. The venture is being backed by Edward Shenderovich, a Russian-born internet entrepreneur who is providing seed capital thorough his venture capital fund Kite Ventures.

Digital marketing and search engine optimization was by Orchidbox.