Avis
PRODUCT LAUNCH + BRAND REFRESH
Working with agency Hello Creative, we launched the new Avis product – Avis Now.
As Senior Art Director my goal was to completely change the way Avis customers connect to cars, through the Avis Now product and a brand refresh.
To reflect this significant shift, I changed the look and feel of the brandto align with a modern, customer-focused, tech-savvy brand.
The cornerstones of the new look and feel was much less red, more open space, a new, clean, modern typeface, and fresh, natural photography.
To carry out the new strategy I created a visual brand system with sub-branded logos. I revised the colour palette to tone back the Avis red, which helped refine the overall look. The logo, key copy and action items were strengthened by the bold and recognisable colour.
I was able to strengthen the integrity of the Avis brand by creating a style guide and tactical elements guide. This helped establish new local markets by modernizing the Avis brand making it available for teams all over the US to create their own assets. The guides included elements such as a magazine print ads, graphic device design, and tagline lock-ups.
I gave photographic art direction that outlined the new look and feel. The direction featured candid moments and genuine emotion to convey a sense of reality and authenticity. The focus was on people rather than cars, in a naturally lit setting, so that the photography reflected the warmth of the new colour pallet. I edited the photography, making final selects as well as post processing.
This aesthetic style extended to the Avis Now TV spots where I worked with creative director Steve Ohler and created the storyboards.
I selected and integrated a new typeface – Arquetica. This was a clean, san-serif, grotesque font. The use of this font helped the visual identity to appear more contemporary with a minimal and refined aesthetic. I then designed a suite of vector icons that matched the modern style of Arquetica.
I worked with Siberia, a product design and engineering studio, to direct the creative of the Avis Now app, and I supported the product launch with improvements to the overall digital presence. This included website redesign, digital advertising and electronic direct mail template.
I was able to strengthen the integrity of the Avis brand by creating a style guide and tactical elements guide. This helped establish new local markets by modernizing and templatizing the Avis brand making it available for teams all over the US to create their own assets. The guides included elements such as a magazine print ads, graphic device design, and tagline lock-ups.
Avis Now was named #1 Rental Car Travel App by J.D. Power and attracted 250,000 new users within 3 months.
Once the visual identity and tactical elements were designed, I created the refreshed brand guidelines for Avis
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