The Job

To create a brand positioning and tone of voice piece to underpin a new website design

The Spark

Power from the people

In Summary

Car Dealer Reviews is a customer review site that allows people to leave verified and authenticated reviews of car dealerships they’ve bought or sold to.

However, although the site had been running for nearly 3 years, it was built as a quick solution with no real brand consideration for future development. We were brought in to do a complete brand refresh, creating a new logo and an engaging tone of voice that would encourage new users to sign up. Basing our refresh on extensive market and C-suite level research, we created for a warm, bold and conversational brand, one that would foster a sense of community. After packaging it all up in a straightforward set of guidelines, we even rolled the brand out across a heavily UX-led website aimed squarely at cementing the reputation for authenticity that CDR were so well regarded for.

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