Carvana: Earth Day 2023
Visual Design, Art Direction, Brand Activation
Earth Day offers a unique opportunity for us to acknowledge the not-so-sustainable nature of the automobile industry, and present information that shows how purchasing EVs, hybrids, and used cars from Carvana can actually make a difference. We wanted to have fun with our use of materials, combining scrappiness and thoughtfulness into one concept that provided customers with a positive and memorable experience.
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Location: Phoenix, AZ
Collaborators: Emily Williams, Elijah Andes, Mia Lautz
PRINT ASSETS
Gift Token:
In celebration of Earth Day, we crafted a special gift token exclusively for customers buying an EV/Hybrid vehicle. This token was handed out during vehicle pickups at the Carvana Vending Machine. On the front side, we included the Carvana logo paired with the 2023 Earth Day tagline, while the back side features details about our giveback campaign. Sized at approximately 3” in diameter, the token is printed on compostable seed paper. Not only does it carry a meaningful message, but customers can also plant it and witness vibrant flowers bloom.
Photo Cutout:
As a part of our Vending Machine decor package, we included a special photo cutout for customers during vehicle pickups. These props added a fun element, creating genuine and shareable moments that were enjoyed by both our team and customers. Additionally, the Earth Day cutout was crafted from environmentally conscious materials, using recycled and recyclable cardboard.
DIGITAL ASSETS
Advocate App Wallpapers:
Our customer care advocates utilize laptops and tablets in their daily roles. Introducing festive backgrounds during holiday campaigns not only creates an additional branded touchpoint for customer interactions but also fosters a sense of inclusion and celebration among our team members.
The Earth Day digital assets feature illustrations of EVs, minimalist landscapes, and our tagline. Applying a kraft paper treatment to these digital designs brings in a tactile quality that compliments the printed decor pieces.
SOCIAL ASSETS
Static Instagram Posts:
In partnership with our social media team, we crafted two organic static posts to showcase some of our top-selling EV/Hybrid vehicles. These posts aimed to spotlight our inventory within the realm of eco-conscious vehicles, leveraging the Earth Day aesthetic to offer an engaging twist on the traditional 'product photo' approach.