mycar
Client: Mycar (formerly Kmart Tyre & Auto)
Sector: Automotive Retail / B2C
Role: Head of Design
Sector: Automotive Retail / B2C
Role: Head of Design
The Brief
Kmart Tyre & Auto was rebranding after its acquisition by Continental. They needed a new name and identity that maintained customer trust but allowed for growth.
Kmart Tyre & Auto was rebranding after its acquisition by Continental. They needed a new name and identity that maintained customer trust but allowed for growth.
The Approach
Armed with customer research data I explored brand directions that blended familiarity and renewal. I crafted identity concepts that retained warmth but allowed expansion across retail and service channels.
Armed with customer research data I explored brand directions that blended familiarity and renewal. I crafted identity concepts that retained warmth but allowed expansion across retail and service channels.
The Result
The brand launched successfully across 270+ sites nationwide, retaining customer goodwill while positioning mycar for a new chapter in its evolution.
The brand launched successfully across 270+ sites nationwide, retaining customer goodwill while positioning mycar for a new chapter in its evolution.
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