CASE STUDY · CARONSALE

Full rebrand for a fast-growing B2B platform

Rebuilding the brand foundations, identity and creative operating system for Europe’s next leading B2B used-car trading platform.

CLIENT
CarOnSale

ROLE
Brand & Creative Lead (Freelance)

SCOPE
Strategy, identity, systems & internal rollout

MARKETS
Germany, Austria, France, Spain, Italy

THE CHALLENGE

The product had outgrown the brand.

CarOnSale is a leading operating system for B2B used-car trading, helping OEMs and dealer networks manage and trade inventory. With 400+ employees and rapid expansion across Europe, the product and commercial success had clearly outgrown the brand. There were no real brand foundations: no clear positioning, value propositions, personas or messaging. The identity looked cheap and inconsistent, and the company needed a credible platform for its ambition to lead B2B used-car trading in Europe.

WHAT I DID

I led a complete brand transformation covering both strategy and creative systems. The goal was not only to deliver a new brand, but to leave the team with clear guidelines, processes and tools so they could run independently.

01 — Redefined positioning, mission, value propositions and messaging
02 — Developed personas and audience understanding
03 — Directed the visual identity with a design studio
04 — Defined tone of voice and communication principles
05 — Designed the brand across website, social media and LinkedIn
06 — Built the rollout plan, training materials and CEO launch presentation
07 — Created brand films and AI-supported asset-production workflows

IMPACT

Successfully rolled out the new brand externally with positive feedback. Equipped the marketing team with complete guidelines, training, memos and scalable workflows. Removed the immediate need to hire a Head of Brand — the foundations and operating system were in place.

KEY DELIVERABLES

Brand strategy & positioning
Visual identity & logo
Tone of voice and messaging framework
Personas & value propositions
Internal rollout & training
Brand films
AI-supported asset production & media management

BEFORE — OLD WEBSITE

BEFORE — OLD WEBSITE

AFTER — NEW WEBSITE

AFTER — NEW WEBSITE

INTERNAL BRAND REVEAL

A short AI-generated film I created to support the internal brand-reveal event and introduce the new CarOnSale identity to the wider team.

WATCH THE BRAND REVEAL FILM