Global Brand Refresh
Hertz, Dollar & Thrifty Car Rental
My Role.
Work with a team of 2 other designers to rethink every element of the brand from colors and logos, to accent patterns & a defined brand voice through copywriting and imagery.
Each brand received a unique treatment that was specific to the demographic of customers that those brands appealed to most. This gave way to a defined brand strategy for marketing & advertising efforts throughout each brand.
Market Research & Brand Personas
Hertz
Age Group:
40-65 Year Olds
Education:
Mostly College Educated
Occupation:
Business Class
Focus:
Best-In-Class Product
Business Friendly
Premium Services
Dollar
Age Group:
22-33 Year Olds
Education:
Mixed
Occupation:
Mostly Millenials
Mostly young careers
Focus:
Budget-Friendly
Adventure Focused Vehicles
Thrifty
Age Group:
28-40 Year Old
Education:
Mixed
Occupation:
Mostly Families
Mostly young careers
Focus:
Family-Friendly
Budget-Friendly
Vehicles with extra seating
Destination Pick-Up
The Solution.
Three completely unique brands, focused on the customer. Each with a unique set of marketing tactics aimed at the ideal demographic. Marketing strategy for key traffic-driving sales, complete with digital ad campaigns, social media marketing (paid & organic), and targeted email marketing campaigns to bring the highest valued clients back to the brand.
Hertz Promo Email Campaign
Dollar Promo Email & Confirmation Campaign
Thrifty Promo Email & Social Media Campaign