THE TASK
As a part of their marketing, there is the occasional need to produce printed collateral. This is a 5" x 7" postcard designed to be mailed out and create awareness of the Carvana brand. All of the verbiage reflects different sayings from their website. The pattern used was a new brand element I created.
THE DESIGN PROCESS
As mentioned previously, the postcards were intended to draw awareness to the Carvana brand. In order to do so, Carvana's signature teal blue and golden yellow were used to maintain brand consistency. To A/B test these postcards to see which would statistically perform better across their target audience, the first postcard uses a photograph while the second postcard uses a graphically made pattern. In both versions, they state the brand message of "The New Way To Buy A Car."
POSTCARD 1 – THE PHOTOGRAPH
Upon viewing this postcard, we see that the brand message "The New Way To Buy A Car" shines against the sky. The photo showcases one of the Carvana locations. The style of the design is minimalistic and easy to read. On the backside of the postcard, we see three highlighting points as to why an individual should purchase a car at Carvana. To maintain the brand visual style, the accent yellow color was used and so was the imagery of a car.
POSTCARD 2 – A PATTERN
When it came to postcard 2, a pattern using a few of their online symbols on their website was created. This allowed the brand visual style to appear while keeping Carvana's fun and playful tone. The logo was also used front and center here to immediately create a brand association. On the backside of the postcard, we see very similar imagery and verbiage as postcard 1, but with the pattern being used instead of a blue background.
*** I do not own any of Carvana's personal branding. I made this as a purely creative project. All copyrights belong to Carvana. ***