THRIFTY CAR RENTAL

BRAND STRATEGY AND IDENTITY GUIDELINES

Thrifty suffered from what many car rental companies experience, a forgettable experience. One most customers don't seem to differentiate between the yellow one or the one with the green logo. We were challenged with redefining the Thrifty Brand—to find what really matters to their target consumer and help guide the brand to bring it to life. We're convinced, the Thrifty customer isn't cheap, they're thrifty—they save where they can, to splurge on what matters most. This helped define the brand and the visual guidelines that brought it to life.