Carvana Club

Designing Savings and Smiles for Carvana Club

Carvana Club was envisioned as a program to provide customers with bundled finance and service options, offering significant savings and peace of mind. Focused on delivering a stress-free car-buying experience, the program promised members exclusive perks and a joyful journey from purchase to ownership.

The visual design team at Carvana brought this vision to life, crafting a cohesive identity and digital experience centered around the concept “More Savings. More Smiles.” Through thoughtful design, engaging visuals, and seamless user experiences, Carvana Club was poised to make an impactful debut.

Project Type

Branding, Visual Design, Product Design

Role

Senior Visual Designer

Exploring Design Directions

We explored multiple visual directions to craft a design language that reflected Carvana Club’s approachable and cheerful brand identity. Each direction balanced professionalism with a friendly tone to inspire trust while reinforcing the promise of savings and smiles.

Shaping the Concept

The concept, “More Savings. More Smiles,” served as the foundation for all creative decisions. This tagline was translated into bold typography, vibrant colors, and an uplifting visual tone, emphasizing the stress-free and rewarding experience of being a Carvana Club member.

Capturing the Experience Through Photography

Photography played a key role in showcasing the emotional connection of Carvana Club’s customers. Images highlighted real-life moments of happiness, featuring diverse people enjoying their vehicles, reinforcing the brand’s message of care, savings, and smiles.

Designing for Marketing Impact

Bold marketing materials like billboards, digital ads, and social media campaigns were designed to highlight the value proposition of Carvana Club. We ensured cohesive messaging across all platforms, making the campaign both memorable and impactful.

Seamless Product Design Integration

The Carvana Club offering was seamlessly integrated into the product experience, from car selection to checkout. Every touchpoint was crafted to ensure clarity and ease, highlighting the benefits of membership.

Crafting a Comprehensive Style Guide

The Carvana Club Style Guide provided a comprehensive framework for the brand’s visual identity. It detailed typography, color palettes, photography guidelines, and design elements, ensuring consistency across all touchpoints while maintaining the brand’s friendly and approachable tone.

Outcome

The Carvana Club design system was met with widespread enthusiasm across the organization, resonating with product, marketing, and brand teams alike. The cohesive visual identity and seamless user experience aligned perfectly with Carvana’s mission, positioning the program for a successful launch. While the initiative was ultimately shelved at the last minute, the work stood as a testament to the power of strategic design and collaboration, leaving a lasting impression within the organization.

Team

Hannah Fazio — Senior Brand Manager
Kenji Shimomura — Senior Director, Visual Design
Jean-Lou Renoux — Director, Visual Design
Sherlock Chang — Visual Designer

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