DOLLAR CAR RENTAL

BRAND STRATEGY AND IDENTITY GUIDELINES

Dollar needed to establish a distinct identity within the Hertz family of brands—Hertz, Dollar, and Thrifty—by carving out a unique and ownable space. We identified Dollar’s core customers as those who embrace the unpredictability of active family life, rolling with unexpected surprises while doing whatever it takes to keep things running smoothly. For them, experiences and the memories they create matter more than material possessions—because, after all, it’s life’s chaotic adventures that make it truly memorable. To support this refreshed brand perspective, we developed a compelling identity and comprehensive guidelines to bring it to life.