A Brand Evolution for the Future

An ambitious journey to radically improve the automotive remarketing experience for ADESA customers through a revitalized brand identity and simplified brand architecture designed for a digital-first environment.

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Research
Planning
Brand Identity
Digital Products

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Launch Video

Challenge

ADESA had extremly positive brand equity among dealers, however, the accelerated transformation of the company was not reflected in the brand architecture and identity at the time.

Strategy

Simplify the customer experience and clearly differentiate the brand from primary competitors.

Enlist key contributors and facilitate collaboration across the company, from executive leadership to product managers and HR to ensure alignment.

Creative Solution

A rebrand with a focus on expressing ADESA’s innovative vision for the future of remarketing, that built on the strong history of the brand while modernizing and improving the customer experience.

THE DESTINATION WAS WORTH THE JOURNEY

Small but meaningful multi-channel improvements made all the difference in the final outcomes for the rebrand. Aligning key stakeholders across all levels of the organization took quite a bit of education and collaboration, but in the end, the in-house creative team delivered products that put our customers and employees first, prioritized accessibility and injected clarity and humanity into a brand that could carry the company into it’s ambitious vision for the future.

A couple of months away from the scheduled launch date, a big acquisition was announced and ADESA sold it’s US physical auction business to Carvana. Because the brand was licensed along with the sale assets, the project had to be sunset along with all the work that went into revitilizing the brand. It was a dispointing twist for the team that worked on the project, but we learned so much about automotive remarketing customers and the need to simplify the business along the way. The knowledge and research gained along the journey to improve the primary company brand will be used to revisit the next chapter for the company as it works to rework it’s brand identity to fit a new direction.

THE DESTINATION WAS WORTH THE JOURNEY

Brand Research
Brand Strategy
Content Editing
Creative Direction
Multi-Media Producer
Project Management
Tech Lead
UI/UX Design
User Journeys
Visual Design

All work displayed is confidential and copyright of the highlighted project brand. The project and all accompanying deliverables were developed while employed by KAR Global.