The Brief

A heritage car dealership, Dicksons is a brand so well established within its market of new vehicle buyers, it was in danger of reaching saturation. We were asked to address this by helping them create a new brand, focusing on a new demographic with a new product – used cars.

The Insight

We established the brand’s new demographic of 18–45-year-old first-time buyers and young families are more comfortable buying online. But it’s a sliding scale that crosses a generational gap with different preferences for everyone.

Work

Carzar – your car, you way

We created a brand strategy and visual guidelines for Dickson’s new brand, Carzar. Setting up consistent rules for the brand across online, outdoor, print and on-air, with defined brand codes to be used across multiple platforms.

This ensured that they could get off to a flying start with a demographic used to consuming multiple forms of media at any one time, and giving them the visual cues necessary to ensure they found their car, their way.