From a product to a brand

Carsales.com
From a product to a brand

Carsales.com
From a product to a brand

Carsales.com
From a product to a brand

Carsales.com
From a product to a brand

Carsales, one of Australia’s pioneering start-ups and now a leading ASX 50 company, faced challenges in defining its brand identity. Without a clear brand proposition, visual identity, or creative direction, the company risked losing emotional resonance with its audience.
To address this, its first brand campaign was created, embracing the idea that "a car is more than a car" and tapping into Australians' deep connection with their vehicles. By focusing on relatable moments shared with cars, Carsales launched its first-ever brand campaign and introduced a refreshed brand toolkit. This included a distinctive colour palette, typography, verbal identity, and photography—establishing a unique visual language and tone that set the brand apart within the category.

The results exceeded all key metrics, demonstrating the campaign's impact:
• 47% increase in brand recall.
• 26% increase in brand preference.
• 23% increase in brand health score.
• 19% increase in member sign-ups.

This transformation not only revitalized Carsales’ image but also solidified its position as a category leader and the number one automotive brand, paving the way for continued innovation and success both locally and internationally.

Responsibilities:
Brand Strategy, Campaign Ideation, Copywriting, Creative/Design Direction.

Background:
As one of Australia’s first online start-ups, Carsales became a top ASX 100 business very quickly and as a result, the business had not focused on a clear brand proposition, visual representation and creative expression.

Using familiar and relatable moments that people have with their cars, the work was driven by the insight of “a car is more than a car” and the love affair Australian’s have had with cars going back decades. Working in-house, I formed a strong strategic partnership with the executive team to define a new brand platform that included a revised brand mark, colour palette, typographic system, digital assets, tone of voice and photographic styles that influenced new apps, website and multiple campaigns.

Responsibilities:
Brand strategy, creative concepts & design direction.

Background:
As one of Australia’s first online start-ups, Carsales became a top ASX 100 business very quickly and as a result, the business had not focused on a clear brand proposition, visual representation and creative expression.

Using familiar and relatable moments that people have with their cars, the work was driven by the insight of “a car is more than a car” and the love affair Australian’s have had with cars going back decades. Working in-house, I formed a strong strategic partnership with the executive team to define a new brand platform that included a revised brand mark, colour palette, typographic system, digital assets, tone of voice and photographic styles that influenced new apps, website and multiple campaigns.

Responsibilities:
Brand strategy, creative concepts & design direction.

Background:
As one of Australia’s first online start-ups, Carsales became a top ASX 100 business very quickly. As a result, the business had not focused on a clear brand proposition, visual representation and creative expression.
Using familiar and relatable moments that people have with their cars, the work was driven by the insight of “a car is more than a car” and the love affair Australians have had with cars going back decades.
The result was a new brand campaign and design platform that included a new logo and brand mark, colour palette, typographic system,  tone of voice and photography.

Results:
- 19% increase in brand preference across the category.
- 36% increase in spontaneous brand recall.
- 23% increase in NPS.

Responsibilities:
Brand Strategy, Campaign Ideation, Copywriting, Creative/Design Direction.

As one of Australia’s first online start-ups, Carsales became a top ASX 100 business very quickly and as a result, the business had not focused on a clear brand proposition, visual representation and creative expression.

Using familiar and relatable moments that people have with their cars, the work was driven by the insight of “a car is more than a car” and the love affair Australian’s have had with cars going back decades. Working in-house, I formed a strong strategic partnership with the executive team to define a new brand platform that included a revised brand mark, colour palette, typographic system, digital assets, tone of voice and photographic styles that influenced new apps, website and multiple campaigns.

Results:
- 19% increase in brand preference across the category.
- 36% increase in spontaneous brand recall.
- 23% increase in NPS.

Responsibilities:
Brand strategy, creative concepts & design direction.