Austin Addy's, Integrated Branding Campaign, Silver
Graphis New Talent Annual, Merit
Refresh Getaround, a carsharing service coming to Austin.
Research, Branding, User Experience, User Interface, Social Media, Ambient Advertising
Provided with a sense of social responsibility to others and the world we live in, Getaround directly influences the city one calls home. Getaround’s car sharing service takes cars off the road, utilizes existing infrastructure, provides a resourceful mode of transportation, and allows a neighbor-to-neighbor exchange of social equity. Getaround improves the overall social health and resilience within each community by aligning with their needs. Instilled with an innate want to take care of ‘one’s own’, Getaround provides platforms for individuals and communities to connect in the physical world, reinvest in their local economy, and build upon the already unique foundation of each city. Getaround takes a long-term perspective—one that is focused on both the present and the future well-being of a community—when driving a city towards more.
Brand Strategy: To change the negative image that Getaround currently has with its customers, we will create a brand focused on culture, ensure the accountability of drivers and owners, improve customer service to gain trust, and create consistency between platforms for accessibility.
Creative Objective: By improving communication efforts, focusing on both owner’s and driver’s experiences, increasing social responsibility, as well as personifying the brand to be relatable to customers—Getaround will become a trustworthy resource within the car sharing community.
A friendly neighbor-to-neighbor service deserves an impressionable mark that is lively enough to inspire movement, yet sincere and responsible—noting the social and economical commitment Getaround has made to the community.
Icon System: This series comes together to create a visual system that complements the dynamic city marks, while reflecting city favorites and showcasing the small parts that make something greater.
The app features a trip dashboard, an in-app messaging service for security, a comprehensive review system for owners, renters, and vehicles, while encouraging environmental sustainability with an ecological rating system based on driving habits and vehicle specifications.
A Shared Experience: A vehicle can be quickly rented with as few as three taps by selecting the nearest pin, tapping rent on the vehicle’s profile, and confirming Apply Pay before sending your request. Added conveniences like a comprehensive search and preference filter, a map and list view of Getaround’s fleet, and vehicle specifications are present for a more thorough experience. An in-app dashboard promptly displays valuable information about a current trip, making it easier to avoid fees, extend a journey, or find assistance. A quick swipe will unlock the vehicle for easy entry, while accessibility to the owner is readily available for inquiries. Messages are stored within the app, creating a history of conversation, important notifications, and detailed rental history. Submitting a rental evaluation completes a trip, provides a layer of information and trust for users, and is a mandatory step before making another transaction.
The smart watch application works in sync with the phone application, but adds a layer of ease. Live traffic updates, notifications, and directions prompt the user to return before time expires. The app assists in encouraging refueling of the vehicle, easier rental extension, and reminds the user to rate recent trips. The hands-free accessibility of the watch caters to new regulations on roads, while assisting the user from accruing fees.
The web exists as support, additional information, and legal matter for the user, though renting, listing vehicles, and accessing account information is also accessible.
Facebook: With a strong sense of responsibility to each of its cities, Getaround uses Facebook to inform its community of local volunteer efforts and share opportunities to get involved with those around them. Facebook also enables Getaround to promote the Hang Your Keys installation in each city, encouraging the community to participate.
Instagram: Getaround will connect with the community through personal experiences, featuring reposts of user photography and weekly curated posts reflecting a selected theme. Community participation is driven by company incentives for the best user contributions.
Dedicated Parking: Getaround’s dedicated parking throughout town, searchable in the app, lets users find parking quicker, giving them more time to do what they want to do. A Getaround driver will receive a magnet to display on the exterior of the vehicle to help the Getaround community identify participating vehicles and spreads brand awareness.
Hang Your Keys: This interactive sculpture engages individuals to contribute to their community by placing their key on the wall. Each key acts as a gateway to a vehicle in the city and a promise to sustainability. The negative space of the installation defines each city visually, becoming more than an installation, but a destination to be enjoyed.
In analyzing car sharing competitors, Getaround may find success in focusing on the highlighted areas that competing companies fall short, including creating a dynamic brand, utilizing multiple platforms, and focusing in on the unique accessibility of rental locations and options.
Getaround's initial scope can be defined by the orange circles, showing a concentration on convincing the user through technological advancements, product features, and insurance with rational approaches. This drove the user to buy the product, but Getaround neglected to interact with the individual with emotion, creating an unrelatable and uninteresting brand experience. Moving Getaround toward's the highlighted box will add the necessary entertainment and emotion, while continuing to educate and instill trust within Getaround.
Kate Summers, Berkeley, California | 26
A recent graduate of the UC Berkeley masters program in English, Kate is busy getting settled into her new career. She brought her Honda Civic from home a few years ago and would from her apartment outside of town because rent was too high in the city. Now with a salaried job, she moved downtown and now bikes or walks to work. With Getaround, Kate is able to rent out her car and have a bit of money coming in to help with those lunches with girlfriends or impromptu shopping trips. Kate has had no problem with Getaround and has really loved being able to help out those who do not have a car.
Desires: More Renters, Insurance
Sam Harold, Chicago, Illinois | 34
Sam lives in downtown Chicago. Sam’s income and location lend to tight budgeting and few material possessions. Without a car, Sam navigates public transportation well, however occasional trips to a lake house or the suburbs require more effort. With Getaround, Sam can rent the type of vehicle he needs depending on the weather and destination, while avoiding the costs of owning and maintaining a car. Not having a car payment has allowed Sam to live more comfortably, while not becoming an inconvenience.
Desires: Convenience, Certainty, Options