CarGurus, the largest online car marketplace in the US, was looking for a consultant to help finish their visual identity after completing a comprehensive brand project with DDB. The elements were there, but the typography, colors and layout principles were print-focused. With CarGurus being an online-only company, I shifted the brand ID to be digital-first by selecting screen-friendly typefaces, creating digital color palette and selecting a more simple icon style. I also commissioned car and lifestyle photography for the brand, and created the brand guidelines.

The process of roll-out the new brand was a highly complex and cross-functional project. I led the redesign of all corporate & marketing assets, while being integral to the communication and technical process. The new brand was extremely well-received internally and provided the foundation to improve the design quality across all customer touchpoints.