Our strategic approach was to assess the existing online used car market. We found a Spaghetti Junction of second hand car dealers, classified ads, information sites and industry jargon. All that clutter made the buying process very fragmented; a tricky to navigate and intimidating experience for novice car buyers.

The new site was going to take the risk out of buying a used car by listing only dealer-approved cars, providing simple, intuitive search tools that make it easier to compare different models and allowing people to search in a way that suits their lifestyles. Then it would link you to the nearest dealer with that model in stock.

We called it Carmony, to set this harmonious online car buying experience apart from the rest.

Our creative approach was straightforward - to highlight the usability of the Carmony site for customers in a friendly way. We looked at the simplicity of road sign visuals and their ability to communicate information quickly and clearly. Then added a subtle but assured tone of voice and straightforward-but-fun visual language that communicates directly to customers that Carmony is a no-fuss website, here to make finding the right car simple.