Worth Rent a Car

The Problem

Worth Rent-a-Car is a modest European company which hadn’t previously invested a lot in their branding. They had a vision, but they needed to shift gears and find a better way to communicate their identity to the market. They wanted to appeal to both businesses and entrepreneurs, as well as average individuals and tourists alike. They needed a new brand image, a new identity, and the supportive advertisement campaigns to promote it. They came to Designer and Gentleman and we recognized the potential of working with a small business – an empty playground for us to let our creativity out and reinvent their business.

Branding

Rent-a-Car businesses should be simple, right? You need a car, you rent a car, you return the car. You come full circle. Well, while you want that kind of simplicity when you’re filling out paperwork, there is more to the experience itself. Working on this project, we wanted to market Worth Rent-a-Car as a company that understands the importance of making cars accessible and making driving experiences unique. No matter why you need a car – business or pleasure – you should be able to have a reliable vehicle at hand.

Brand Activation

The Designer and Gentleman branding team had a lot of work to do and we started from scratch. Our branding strategy was to design the logo to represent the full experience of renting a car, from renting it to returning it – shown simply yet brilliantly in the W. We customized the typography and the colors for a design that’s easy on the eyes.

Using our Perfect Logo Package, we were able to have full coverage for Worth Rent-a-Car. We helped them further customize and promote their business by implementing the design everywhere relevant – the rentable vehicles, flags, stationery, merchandise, the forms filled out by customers coming to rent… We also redesigned their website accordingly to make it more user-friendly and easily navigable.

Now, interaction is crucial in digital advertising. However, for this particular case, we wanted to take it a step further and see if we could retain these principles and go back to traditional print, too.

Company Promotion Campaign

Our aim was to find the perfect combination of interactive ads and print technology. In the end, we created a main concept, a printed magazine ad in the form of a memorable “connect the dots” game. The dots themselves describe several phases in driving the car of your dreams, and once they are connected, the lines reveal the company logo. This way, not only can people notice the logo, but remember it better since they directly engaged with it.

Result

It was all a massive hit.

If you look at Worth Rent-a-Car now, it might be hard to believe they used to be such a minor player on the market. However, they made all the right decisions in giving us the green light to truly unleash our creativity in their rebranding. We appreciated the flexibility that we had when working with them; we were able to do a complete overhaul and were given full freedom to brainstorm and invent. The power of creative solutions cannot be understated – in fact, it is precisely what enables a company to even have room to grow, and Worth Rent-a-Car is the perfect example. Namely, after our rebranding project, they increased their revenue by more than 800% and increased the number of vehicles owned by 30%. Not just that, but word spread and allowed them to expand into other markets, in this particular case, Moscow. It has allowed them to spread their vision far and wide.

Not only was this creative liberty rewarding for Worth Rent-a-Car, it was also rewarding for us in many ways. In 2016, our project made it to the A’Design Award Competition – a large-scale event of enormous importance and attendance. More than 1200 companies worldwide participate in the competition, including some truly big names such as PepsiCo.

And yet in the face of all those major companies with a lot more means, it was our project that ultimately won the Platinum Design Award. It has also been highly awarded on a variety of international design competitions, such as the Silver Graphis Advertising award, and others. Thanks to these awards, we were able to become part of the jury in Graphis and get a better foothold for Designer & Gentleman to thrive. On the one hand, large companies seem to have the upper hand when it comes to resources and market positioning. On the other hand, our project with Worth Rent-a-Car is an excellent example that you don’t have to go big or go home. In fact, smaller companies can be almost like a blank slate that offers flexibility and liberty to let creativity truly shine.

The power of a single good idea is priceless, and you don’t need a massive budget to invest in it. In fact, it can actually trump a lack of budget and other restrictions you’d think a small company struggles with. Let inspiration, imagination, and innovation be the driving forces behind your success.