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
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.
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
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