Brand Voice.
CarsGuide believes the process of buying and selling cars online is broken. So they’re fixing it. With things like free listings and location-based search. In other words, they’re the antidote to CarSales. This bold new way of thinking is reflected in the brand strategy and identity created for them. With the brand idea ‘Joy Mechanics’, together with the team at Interbrand Australia, we created an identity that simultaneously disrupts the market while making the process of buying and selling cars easier and more enjoyable.
The idea is simple. The brand is split into two characters, each with distinct personality traits, typeface and tone of voice. First up is The Mechanic. He’s simple, straightforward, and to the point. Then there’s The Guide. Friendly, cheeky, and always happy to help. To make it work, we use a simple construct. ‘The Mechanic’ says something simple, informative and to the point. Then we let ‘The Guide’ loose. He’s always tinkering, editing, pointing out useful bits or adding something fun. The logo is clear, simple and flexible, and can be infinitely customised by the Guide.