RENTIKO Rent a Car LTD is a dynamic and customer-focused car rental company founded by two passionate Cypriots in TRNC. The brand is committed to transforming industry standards in the car rental business in North Cyprus by providing fast, high-quality, and reliable services to locals, tourists, and businesses.
RENTIKO wants to be synonymous with accessibility, practicality, and popularity, offering a unique blend of innovation and exceptional customer service in a market plagued by outdated service methods. In this branding project, I aimed to create a brand that aligns best with the company's long-term goals.
Design Process:
I started by creating a few stylescapes to get the right fit and feel for the brand. This would allow me to orient the design process without spending any time working out details. This would also be my research phase.
I started the design process by creating 4 logo ideas, each with distinct personalities for the client to choose from that fit the brand's character. The logos presented should all equally be able to fulfil the needs of the business.
To show confidence in each logo I displayed the logos performing in 3 settings: in digital applications, printed on paper or card and in a larger outdoor print. The final choice is left to the preference of the client.
The client chose the most minimal option, Idea 3. The main reason for selecting Idea 3 was to stand out in a market filled with overly decorative, descriptive, and outdated logos. This choice aimed to present a more professional, and up to date image for the company.
Advertisement Designs:
Brand Strategy Process
The company required a strategy to base all creative decisions on. Beginning with the brand strategy process gave full clarity and depth to the design choice that would come later, as we would start building Rentiko's brand from the ground up. I have broken down all elements of brand strategy into 5 sections:
Foundation: Mission, vision, goals.
Brand Personality: Values, culture, attributes, and benefits. Actions, tone of voice, look and feel.
Target Audience and Research: Defining who to research. Personas, empathy maps and customer journey maps.
Gap Analysis: Positioning statement. Competitive analysis. Messaging pillars.
Roadmap: Summarize the work. Advised actions for the business moving forward.
A session was dedicated to each section. Relevant exercises were created for Rentiko's directors to study and follow through with the material step-by-step. The relevance of the exercises is explained at the beginning of each document and the overall strategy is echoed from the meeting sessions covered through the weeks.
