From highly rational tech brand
To human-centric brand universe.
CHALLENGE
Zipcar, pioneers of the modern car-sharing movement, had a simple model: find a vehicle nearby and drive it in minutes. But a platform that was once revolutionary, was starting to feel dated thanks to a slew of competitors and a lack of brand evolution.
STRATEGY
While the brand’s message and tech was still very relevant, its lack of humanity in their communications made ZipCar feel cold and unapproachable. Our solution: don’t just show consumers what they do, but who they do it for.
CREATIVE SOLUTION
We started by building a flexible, vibrant and personality-drenched design system that showcased Zipcar’s iconic green and yellow coloration. The design system was part of a larger brand universe we called “Metropolis” which brought to life the urban landscapes and the diverse personalities you’d normally expect to see in a city. With it, we reminded people that owning a car in the city is an unnecessary hassle, positioning Zipcar as the smarter alternative.
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