After Hertz acquired rival brands Dollar and Thrifty, they charged us with rebranding all three businesses with refreshed identities and brand positioning so that each of the three would appeal to different segments of the travel market. We started from scratch and created entirely new brand guidelines, and a new digital brand campaign for each. I was the main writer for the relaunch of all three brands.
Once the groundwork was laid, Hertz asked us to create a separate campaign to inform their loyalty club members and business travelers that they could now opt for the ultimate upgrade: the Tesla Model S. These are just a few of my favorite concepts that came out of that brief.
