Gig car share
Get in.
Go!
This was my second project with A3V, the innovation arm of AAA, to create a flexible new option of a car when you want, where you want: GIG Car Share. The idea of a one-way, no reservation car share, was innovative enough, but the problem lie in introducing a new brand to a crowded market of alternative transportation options—and to do it without looking or sounding like a copycat.
Crafting the brand
From idea
to launch.
In four months, we built the Gig brand from the ground up. Everything consumer-facing: name, logo, car, website, ads, app, social media, experiential, PR, and collateral —we crafted the journey along every possible touch point while positioning the brand as more than just a tool to get from A to B. Pushing against the highly functional messaging industry, imagery of people getting in and out of cars, we shifted the conversation around what the brand enables - experiencing more.
CAR WRAP & BIKE RACK
RFID KEYS IN BRAND PATTERNS
COLLATERAL
damage stickers
Crafting the brand
From idea
to
launch.
The Johnson brothers Kyle and Zack were the perfect creative team to work with - wide-eyed transplants to the East Bay that had experienced it all and knew precisely what made it amazing. We crafted a photography style that made local users larger than the projected world around them. There is a lot of hand-holding and shoulder crying in birthing a new brand, and the brothers were champs through the ups and downs.
