Growing brand awareness of a mature start-up in the used car industry located in Richmond, VA
This project took shape over 3 phases. Each with packed with learning points that determined its path.
Print collateral gets fresh look
Right before I arrived, CarLotz had begun to implement new branding provided by a local design shop. I decided to take it and... drive.
After multiple rounds we settled on a look that has a playful edge while still uploading a professional look.
From in-store coaches to headquarters employees, they all wear a name tag. Using the orange to catch the eye, I kept it clean with a simple hey! I'm [name] ask away.
Folders include all paperwork and information that buyers need when driving their new car off the lot. I used this as an opportunity to inject a final friendly note: you're ready to roll
A redesign to reflect innovation
The small team and I started at the whiteboard, restructuring the current navigation. Taking inspiration from modern web design I landed on a clean layout with the use of only one dropdown, killing over 5 redundant pages.
In order to ensure the proper information is available in the right places, I went through the mind of buyers and sellers. I made sure that information was staggered as not to overwhelm, since car buying is a big decision. The perception of trust through understanding in many ways is imperative to the process.
A month and a half from the start, the final prototype came to fruition. After review it was approved as a viable re-design with upcoming plans of development.
This internship-turned-contract has been a valuable experience, for myself and my future.
The internship portion of this job experience began in June 2019. I worked with a team comprised a Marketing Director (Brandcenter Alumni - Elizabeth Maksim) and a brand strategy consultant (Rad Tollett). We also worked with a local design shop (Familiar Creatures) on multiple projects. Together we moved quickly to transform the CarLotz image across all mediums and built a strategy that will shape CarLotz as it strengthens its digital presence.
From the start I learned a tremendous amount on the used car industry and marketing operations such as media buying. While working with the team, I improved my communication skills and my ability to juggle multiple projects. It was also important for me to consistently bring in the team early in the design stages. Having their support and feedback helped us moved quickly while continuously improving on the project's effectiveness. Overall, I had an awesome experience working in this role and feel much more equipped as I move forward.
Although the summer internship came to an end, CarLotz has kept me on the team. I continue to build on their marketing content and evolve the upcoming website redesign. I've since grown in my role as a source for copy, integration tactics, and user experience improvements.