A NEW NAME FOR CARLOTZ

the ask: refresh the brand for expansion

timeline: 4 weeks

CHALLENGE

how can carlotz create a better understanding of cars on consignment and prepare for expansion?

SOLUTION

create a frictionless private selling and used car buying experience.

MY ROLE

concept

research

strategy

c4D renders

ROADBLOCKS TO THE NATIONAL STAGE

AWARENESS

low awareness and little understanding of carLotz and the offerings

consignment model, risk offloaded by carLotz, etc.

THE STORE ENVIRONMENT

creating a place that emits ease and comfort, where people want to come - to work and to buy or sell cars.

working street signs, comfortable chairs, welcoming ambiance, etc. 

EMPLOYEE MORALE

employees are the most valuable business tool and have a direct and significant impact on profitability.

happy employees = active ambassadors, great customer service; unhappy employees = poor service and sales.

WHAT WE HEARD

STRATEGY

create a frictionless private selling and used car buying experience.

CONSUMERS

people wanting to sell their cars (consignment or trade-in), people wanting to buy used cars, and corporate customers like fleet management companies that give us their off-lease vehicles

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EXECUTION

step one: a recommended name change.

 

step two: change in-store experience for customers and employees.

clunky computers distract employees from interacting with guests. ipads will replace desktop computers so they can travel around the space freely.

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create a work environment where people want to come to work. give new employees a welcome pack to help them feel like they belong and can stand behind steward.

PROCESS

2 store visits

style guide

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VALIDATION

winning pitch with CEO of carlotz in the room

DATE

december 2018 • 5 weeks

TEAM

joe jones - AD
rachel street - CBM
hannah barr - ST
lars johnson - CW
linda kirova - XD