Building a brand people could
experience, not just recognise
Cars 24
Custome Experience
Retail Experience
Brand Experience
Brief
Cars24 was growing quickly. New cities, new services and new ways for people to buy and sell cars were being introduced all the time.
But one thing stood out.
For most customers, buying or selling a car wasn't just another transaction. It was often tied to memories, milestones and major life moments. People remembered their first car, the family trips, the late-night drives and sometimes even the emotional decision to let a car go.
The opportunity wasn't simply to improve branding. It was to make the entire experience feel more thoughtful, more human and more connected.
The work spanned customer gifting, merchandise, experience centres, refurbishment labs, retail branding, storytelling initiatives and communication touchpoints. Every piece was designed around the same idea: helping people feel something, not just recognise a logo.
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What this included
Experience Centre Design
Retail Branding
Merchandise
Customer Gifting
Storytelling
Brand Communication
Refurbishment Lab Branding
Role
Worked closely with brand, marketing, product and customer experience teams to understand customer behaviour and shape experiences across physical and digital touchpoints.
Impact
Created a more connected experience across customer touchpoints.
Helped strengthen consistency between physical and digital experiences.
Contributed to more memorable customer interactions beyond the transaction itself.
Supported a more experience-led approach to brand building.
Key Takeaway
People don't remember brands in pieces. They remember how the entire experience made them feel.