Car rental firms project the same brand experience everywhere you go, right? Wrong. Orana Car and Truck Rentals offers a different brand of customer service, so we had to make their rebrand and business materials stand out above the rest.
From the get-go, Orana’s business vision had us exploring a brand language and voice all about being approachable. Not clean and clinical. Low prices remain core to their offering. But with the rental sector’s price wars already close to plateauing out, the creative had to speak great value and better service, especially to its all-important business clientele. This insight was echoed in customer feedback we collated during targeted interviews.
These revealed three main drivers of customer loyalty:
1. Low, low prices.
2. Unexpectedly great service.
3. Straightforward fleet choices.
After multiple presentations and much dialogue with the client, we finalised the friendly tone of voice, wordmark and lockup now in market. We’ve since rolled the brand out across a first round of core materials. Business stationery, promotional materials, vehicle decals, commercial interiors, building signage and staff uniforms all have the vibrant new look.
A first round of the website is live, and already converting 175 per cent better than the old site thanks to the clearer navigation and increased choice of actions. We’ve got more changes in the works, too, so watch this space.