TrueCar Rebrand

We partnered with Pentagram to help us evolve into a contemporary brand that appeals to a wider audience. The rebrand's success has elevated us above the competition and continues to have a positive impact on customer engagement. 

Problem

Sitting in a sea of blue and sameness, TrueCar's existing brand identity did not stand out against our competitors, and no longer reflected our brand values and target customers.

My Role

From the early stages, I played a key role in defining the new brand identity by exploring a multitude of colors, typefaces, and illustration styles, while working closely with our Brand Marketing team and Pentagram, a world-renowned design studio.

I created and managed the execution of detailed user tests around our most important global UI elements, and provided direction based on synthesized test results. I spearheaded the redesign of the TrueCar Homepage, Global UI Elements, and App Store & Google Play Layouts.

Early Metrics

Within the first month of the rebrand’s launch, we saw a 5.18% lift in overall prospect conversion, and a 4.3% lift in return visitation.