ShareNow is a brand concept and visual design system for one of Europe's largest car-sharing platforms — exploring a refreshed identity through typography, colour, and campaign poster design. The project proposes a direction that better reflects the values of the platform's core demographic: urban, eco-conscious, and experience-oriented.
The work covers a full visual identity system — type, colour, photography direction, and tone of voice — alongside a series of six campaign posters that translate the system into finished artwork.
The challenge
ShareNow's visual identity had failed to evolve alongside the broader shift in how urban mobility is understood and marketed. Where competitors had moved toward bold, sustainability-forward visual languages resonating with the values of their users, ShareNow's identity remained corporate, functional, and visually forgettable.
The brand needed to communicate something more meaningful than availability and convenience. Its users choose car-sharing as a deliberate alternative to ownership — a values-based decision, not just a pragmatic one. The visual identity wasn't reflecting that. It was speaking like a utility company when it needed to speak like a movement.
The challenge was to redesign the brand without losing its recognisability — retaining equity in the existing name and core colour associations while replacing the dated visual language with something contemporary and purposeful.
How we approached it
The project began with a brand audit: cataloguing all current ShareNow touchpoints — app UI, physical vehicle markings, campaign materials, social presence — to map where the identity was inconsistent and where it was failing to communicate the right values.
Key insights:
- The existing blue is a genuine brand asset — it has recognition value and should be retained, not replaced
- Typography is doing too little work — the current typeface communicates nothing distinctive about the brand
- Sustainability must be shown, not stated — visual languages that simply use green and leaf icons are not credible to the target demographic
- Urban context is an underused creative territory — the city is ShareNow's product environment and should be central to the visual language
- Consistency across print and digital is the most visible failure of the current identity — the brand looks different everywhere
What we built
The rebrand concept centres on a new typographic system using a geometric sans-serif with strong, confident weight contrast — communicating modernity and clarity. The colour palette retains ShareNow's blue as a foundation, deepened and resaturated, paired with a warm off-white and a vibrant accent green that signals sustainability without resorting to clichés.
The campaign poster series uses a consistent compositional grammar: full-bleed urban photography combined with bold typographic overlays, creating visual tension that stops the eye without feeling cluttered. Six formats explore different brand stories — freedom of movement, environmental benefit, urban integration, and spontaneity.
- New type system: Geometric sans-serif with weight contrast — communicates modernity without losing approachability
- Evolved colour palette: Deeper ShareNow blue + warm off-white + accent green — sustainability-forward without cliché
- Photography direction: Full-bleed urban context — the city as product environment
- Campaign poster series: Six formats, one compositional grammar — bold type over environmental photography
- Brand guidelines: Spacing, type scales, photography direction, colour usage, and tone of voice documented for production
The project produced a complete visual identity system — from typography and colour through to finished campaign artwork — delivered within a three-week timeframe. The poster series demonstrated the system's flexibility across six distinct formats, each visually coherent while serving a different communication objective.
The work was presented as part of HFG Schwäbisch Gmünd's visual communication programme and noted for the rigour of its systematic approach alongside the quality of its final executions.
For a designer whose primary focus is digital product work, this project represents a deliberate investment in visual communication fundamentals — the belief that strong product design and strong brand design share the same underlying discipline: making meaning legible.