Carvana Club
Carvana Club
Overview
Our team was tasked with developing the visual identity for Carvana Club, a new subscription offering that bundles financing and service options for a smoother checkout experience.
Client:
Carvana
Year:
2023
Role:
Visual Designer
Project Type:
BRANDING
STRATEGY
Overview
Our team was tasked with developing the visual identity for Carvana Club, a new subscription offering that bundles financing and service options for a smoother checkout experience.
Client:
Carvana
Year:
2023
Role:
Visual Designer
Type:
BRANDING
STRATEGY
Process
Grounded in the product’s mission and tone, our team aligned on key attributes to guide the visual direction. This strategic foundation led to the development of the tagline More Savings, More Smiles — a simple, human insight that touched on the emotional value of saving. We explored several directions that balanced the friendly, helpful aspect of the product with professionalism.
Grounded in the product’s mission and tone, our team aligned on key attributes to guide the visual direction. This strategic foundation led to the development of the tagline More Savings, More Smiles — a simple, human insight that touched on the emotional value of saving. We explored several directions that balanced the friendly, helpful aspect of the product with professionalism.
Concept
We landed on a concept anchored in the idea of a smile — a direct visual tie to the Carvana Club tagline, More Savings, More Smiles. By deconstructing elements of a dollar sign and a smiley face symbol, we crafted a set of logomarks, patterns, and supporting assets that conveyed both financial value and emotional warmth, aligning seamlessly with the product's tone and mission.
We landed on a concept anchored in the idea of a smile — a direct visual tie to the Carvana Club tagline, More Savings, More Smiles. By deconstructing elements of a dollar sign and a smiley face symbol, we crafted a set of logomarks, patterns, and supporting assets that conveyed both financial value and emotional warmth, aligning seamlessly with the product's tone and mission.
Color Balance
To help Carvana Club stand out from other products in the ecosystem, we reimagined our color palette hierarchy. By elevating Carvana Yellow alongside our signature blue, we introduced a brighter, more cheerful visual tone that reflected the product’s optimistic, customer-first positioning.
Color Balance
To help Carvana Club stand out from other products in the ecosystem, we reimagined our color palette hierarchy. By elevating Carvana Yellow alongside our signature blue, we introduced a brighter, more cheerful visual tone that reflected the product’s optimistic, customer-first positioning.
Color Balance
To help Carvana Club stand out from other products in the ecosystem, we reimagined our color palette hierarchy. By elevating Carvana Yellow alongside our signature blue, we introduced a brighter, more cheerful visual tone that reflected the product’s optimistic, customer-first positioning.
Animated Logomark
To highlight Carvana Club’s cheerful and uplifting tone, we brought the final logomark to life through playful motion. The animation added an extra layer of personality, making the identity feel more dynamic and engaging.
Animated Logomark
To highlight Carvana Club’s cheerful and uplifting tone, we brought the final logomark to life through playful motion. The animation added an extra layer of personality, making the identity feel more dynamic and engaging.
Animated Logomark
To highlight Carvana Club’s cheerful and uplifting tone, we brought the final logomark to life through playful motion. The animation added an extra layer of personality, making the identity feel more dynamic and engaging.
Marketing
We designed bold, attention-grabbing marketing assets — from billboards and digital ads to social media campaigns — to spotlight Carvana Club’s core value proposition. Consistent visual language and messaging across all touchpoints would contribute to its cohesive and impactful launch.
We designed bold, attention-grabbing marketing assets — from billboards and digital ads to social media campaigns — to spotlight Carvana Club’s core value proposition. Consistent visual language and messaging across all touchpoints would contribute to its cohesive and impactful launch.
Product
We ensured Carvana Club was seamlessly woven into the product experience — from car selection to checkout — without sacrificing the bold, campaign-driven visuals. Each touchpoint was carefully crafted to feel intuitive and consistent, highlighting the benefits of membership while maintaining the energy of the broader campaign.
We ensured Carvana Club was seamlessly woven into the product experience — from car selection to checkout — without sacrificing the bold, campaign-driven visuals. Each touchpoint was carefully crafted to feel intuitive and consistent, highlighting the benefits of membership while maintaining the energy of the broader campaign.
Outcome
The Carvana Club design guidelines and system was embraced across product, marketing, and brand teams for its cohesive identity and seamless user experience. Though the initiative was ultimately shelved, it showcased the impact of strategic design and cross-functional collaboration, leaving a lasting impression.
The Carvana Club design guidelines and system was embraced across product, marketing, and brand teams for its cohesive identity and seamless user experience. Though the initiative was ultimately shelved, it showcased the impact of strategic design and cross-functional collaboration, leaving a lasting impression.