Background

A company had been in a different type of business for a couple of years and discovered there is a potential during the off season in renting their fleet of SUVs and offroad vehicles.

Differentiate the service from travel agencies and traditional car rental companies. Attract targeted group of customers - cater to travelers in love with adrenalin and adventure and the ones who do not only want to rent a regular car when visiting new places.

Create brand identity for a new service including overal strategy and concept, name, claim and messaging, tone of voice, a logo and web design.

We started off with a very simple idea - to be able to create a different and relevant identity, we need to know what is so different about exploring country driving an offroad. So we rented one and did exactly that. Note: it trully is a unique experience.

Defining a brand’s characteristics enables company to confront any kind of decision with the “DNA” of the brand - whether it is going in favor or against of who they are. Our session resulted in identifying a group of words that describe the brand’s essence the best.

Being clear about what the brand is about is key, as it helps people shape the way they feel - and think - about the company, it’s products and services. Based on the session, we were able to find out what type of brand personality - out of the five main types - suits the company and matches with expectations of targeted customers.

Name plays a fundamental role in user experience as it is the first and the most used association connected with a company. After the initial and strategy phase, we new what feelings we want the name to evoke and all the technical details, such as lenght, language etc. 

Our final pick

Once we had the name, the brand personality started to come alive. Based in the initial strategy session, we knew the tone of voice has to be full of energy, youthful spirit and outdoor adventure, yet it needs to sound welcoming, caring and reliable. Also, the messaging is supposed to cater to the adventure seekers, though it needs to reflect company’s values and reliability.

Choosing colors for brand goes beyond discussions about your favorite colors, tints and shades. Color is directly linked with what you want your company to be and how you want it to appear. We needed Scenery to appear as natural, almost rustic, dirty and not polished company, yet make it look professional and secure.

The very first step to reflect a company into to the real world is to design a custom logo as its representation. Once we started playing with brand’s associations, we found a few promising directions and spent quite some time exploring where these were going to take us.

The final logo:

Logo mark itself was created with the tone we set in the first phase. It is rough-looking, industrial, even rusty and it reflects energy & power of the offroad vehicles and a unchained attitude. The “N” in the middle was turned upside down to underline free spirit of company and its customers. The overal look and feel of the logo has its foundations in the famous Jeep front grille making it look fresh but also familiar at the same time.

Website serves as a digital hub for all activities company does in a digital world but also in a real world. It is the only place where we can fully design and navigate the whole user experience. That is why we set out to create a very logical scrolling experience that feels natural and serves every important information in a bitesize piece. All images, fonts, copy and other supporting elements were hand-picked to convey basic brand characteristics: adventure, experience, power, fun. The site communicates clear call to action and serves as a reservation portal as well.