Figtree has designed the branding for new online car sales service Carmony.
Carmony’s website helps users search for cars that match their needs from a list of selected dealers.
Paul Hogarth, creative director at Figtree, says that the London consultancy was directly appointed in May 2008.
‘We were tasked to define the positioning, create the name, a coherent visual system including a set of elements such as the logotype and font, and also to look at top-level tone of voice,’ he says.
The website was the primary focus for the project, as well as defining the strategic direction for Carmony, according to Hogarth. The branding will also be applied to Carmony’s advertising, stationery and digital communications.
Simon Myers, managing director at Figtree, says, ‘Our aim was to develop a brand personality that made Carmony stand out in the car market while making the online buying experience as easy as possible.
‘To do this we avoided all car industry jargon and spoke to people in a simple and friendly way. Visually, we subverted the language of road signs to point people in the right direction, while having fun with the messages they conveyed.’