Brand identity evolution of the Fortune 500 company.

Role
Director, Visual Design

Scope
Brand Identity
Creative Direction
UI Design
Brand System
Design System

Team
Senior Director: Kenji Shimomura 
Visual Designers: Jeremy Gozzip, Rachel Garozzo, Katy Cook, Sherlock Chang, Robert Diep, Gabby Klein, Keith Nielsen, Amy Lee

Timeline
2022-2025

Overview

Carvana is the leading e-commerce platform for buying and selling used cars in the United States and one of the fastest-growing tech companies. Since its founding in 2012, Carvana has set out to reinvent the car-buying experience through a constant focus on its customers, technology, and innovation. Today, it has helped almost two million customers buy, sell, and finance cars.

As Carvana’s business grew, the brand needed to evolve alongside its new tagline—We’ll drive you happy—while staying true to its core values. This evolution required ​​transitioning from its original start-up look and feel to a more established brand identity befitting a mature tech company.

In our effort to make Carvana more Carvana, we developed and implemented a comprehensive new brand identity with an impact across marketing, retail, social media, and product touchpoints, We worked closely with various leaders from Brand and Product Management to C-suite executives, ensuring alignment and cohesion throughout the process.