/Total Stack
Industry
Car Rental
Engagement
Full Build
Scope
Digital Marketing, Channels, Tech
Modernising Car Rental into a Unified Growth Engine
Not a rebrand but a reinvention, merging businesses, aligning systems, and scaling for what comes next.
/Context/
On paper, the merger was straightforward. Legally and financially, it was a done deal. But for the business to function as one — and grow as one — the real work had to happen beneath the surface.
/Challenge/
• How do you map cross-market opportunities? • How do you create one booking experience that feels intuitive in both markets? • How do you serve legacy customers while building a new audience? • And how do you future-proof all of it, so this isn’t a one-time fix, but a system that scales? This wasn’t a rebranding exercise. It was a full-stack reinvention.
/Solution/
Brand & Positioning • Developed the Car2Go name and identity • Defined a positioning framework that could flex between markets while staying coherent • Created a communication system to serve teams and customers on both sides Digital Experience • Designed and built the booking flow from scratch, with clarity, flexibility, and customer experience at the core • Mapped user journeys for both legacy and new users, across markets and touchpoints Back-End & Systems Architecture • Integrated accounting, analytics, CRM, loyalty, fleet management, and customer support into a unified system • Built a modular back office to centralise control without losing local nuance • Connected all operational components into one logic layer, accessible via a central dashboard Market Integration • Mapped cross-customer behaviours to identify overlap and build omni-customer strategies • Enabled cross-market campaign logic and cross-selling opportunities • Designed for scalability: so the next market or module would plug into the same architecture The financial merger was the formality. This was the real merger: of systems, experiences, and growth logic.
Strategy
/Results/
/More work.
Project name
Description
