Turo
Inspiring adventure through people-to-people car rentals
Role:
Senior Designer
Team:
Peter McClelland
Casey Martin
Film Production:
Camp4 Collective
Anson Fogel
Work done at Design Studio
We partnered with Turo to look at every aspect of their brand. Previously known as RelayRides, the brand is well positioned to disrupt the car rental industry by connecting renters directly to vehicle owners. With cars sitting idle 92% of the time, Turo plans on putting our one billion cars to better use.
Over a nine-month period, we worked closely with their team to rethink every aspect of the experience. The new brand challenges the typical perception of this outdated industry—transforming rental cars from a simple utility, to a more integral part of our journey.
Content Strategy:
After establishing the visual design system and its application across marketing materials as well as the product itself, we set off to define the brand's content strategy. To further emphasize Turo's core purpose, we knew they had to be authentic in what they put out into the world. Stock photography and a numbers-driven blog were no longer appropriate. We expanded on the photo style guide and re-imagined their blog—leveraging it as a channel to tell real user stories and truly inspire adventure. To kick things off, we sent each person from the Design Studio San Francisco office out on their own trip—renting real vehicles from real people and documenting their experiences. The resulting blog posts served as a jumping off point for future posts to follow, as well as established the initial image & video library for the brand.
Brand film:
After finalizing all assets and guidelines, the only piece left was announcing the new brand to the world. We partnered with Camp4 Collective to bring to life a brand film—tying back to the initial strategy and highlighting everything that Turo now stood for. We developed a script and storyboard internally, and through Camp4, worked with director Anson Fogel to bring it to life.
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