The project was about refreshing Budget's brand and to market to their most lucrative customer: business travelers. In a crowded marketplace, Budget wanted to stand out. We gave them a new attitude by making the brand humorous, edgy, smart and service-oriented, and took the orange color from their logo and made it hero (a color nobody owned in the rental car space.) We created a club where you would get "Orange Carpet Treatment", and sent them a welcome kit with their membership card and branded promotional items they can use on-the-go. Notebooks, post-its, mints, bottled water, pens and oranges helped to reinforce the notion that Budget understands and cares about the little things that make your travels easier.
Deliverables: Brand Refresh, Direct Mail, Promotional Items (created at Draft)
