Fusing human ingenuity with machine intelligence, CarTrawler design, build and power customised solutions that enable their partners to seamlessly integrate car rental and mobility offerings into their existing booking systems.
CarTrawler is defined by the quality of the technology they deliver and relentless pursuit to achieve success for their partners. The identity has been built around this spirit of partnership. The alchemy between humans and technology coming together and the connection between CarTrawler and their partners and suppliers.
The key element of the identity – The Node – is a shape that’s a connecting point and the common graphic language seen throughout the identity.
The Node is the form behind the new CarTrawler symbol, referencing the four component parts that drive the CarTrawler brand – Partners, Suppliers, Customers and People. A wordmark has been created using a new brand typeface, chosen for its character details, bridging the space between human and tech.
The team has combined great strategic acumen with brilliant creative ideas. They have engaged leadership and broader teams internally and have developed an exciting brand world and communications platform that reflects our focus and ambition. The team’s understanding of our business and the complexity of the B2B marketplace in which we operate has been a critical factor in the delivery of such a successful outcome – and what’s more it’s been a joy and a great deal of fun to work with them – albeit virtually.
The idea of a wider ecosystem comes through in brand patterns that become an extension of the brand’s symbol. Their dynamic nature and scalability allow these to be applied across brand communications and suggest performance, growth and partnerships.
Bespoke iconography aids the brand journey, again using the Node as a connecting device.
Supporting photography captures the connected world around us, either though aerial ecosystems or the juxtaposition between humans and technology. Adding warmth, these depict those which create and develop the technology as well as end customers who benefit from the technology.
Working closely alongside the key leadership and marketing teams at CarTrawler led to a distinctive positioning and strategy – one that was able to better deliver their unique and compelling business offer – to all partners and people. This formed the core criteria by which we could assess all of the creative and delivery.
The essence of the identity, the Node, had to be a reactive, flexible asset that reflected the ingenuity of the product. Expressing seamlessness and efficiency.
From a symbol, through to a structural device and patterns, the Node provides a flexible shape that connects the brand across multiple touchpoints.
CarTrawler have a unique opportunity, not just to stand out amongst competitors and other tech companies with a new brand identity, but to strategically own the sector they operate in – “Human TravelTech”.