Working as a part of the Brand & Creative team at FlixMobility GmbH, I was tasked with leading the execution of a unique brand style for our launch and expansion in the US market.
Based on research, we found the US market didn't perceive our brand as a modern or techy. We redefined our identity, with the introduction of a new FlixGrey colour and imagery targeted towards millennials.
A major differentiator between the US FlixMobility brand and the preexisting one is the image styling. Swapping heavy lens flares and orange gradient overlays for a clean, subject-focused style. The use of Millenials and tech is shown throughout the brands' image style in the US, as they're the key demographic.