Carma

From the very beginning, UntilNow and the founders were aligned on just how big a cognitive shift this would be for the average Australian. As such, the task for brand was nothing short of momentous. All the usual startup asks were there - catch attention, drive distinctiveness, build trust, endear quickly - but everything was turned up to 11. Bucking an entrenched purchase mindset and landing an alien proposition was the challenge, so we rolled up our sleeves and got to work.

We ran workshops and brainstorms designed to elicit the emotional responses we’d need to build a market leader. We needed a name that could express our good intent, drive recall and stand for something - Carma was born. We then set out to establish the visual identity, designing the logo, colours, iconography, illustrations and more. The final wordmark was inspired by classic automotive badging. Tapping into this legacy created a sense of enduring familiarity. It was then enhanced with a bright primary colour we called ‘tail-light pink’ and the result was a strikingly original brand. After a few years of impressive growth we doubled-down on the identity through a collaborative ‘design vision’ project. Our signature colours were enhanced and supplemented with a broader palette, as well as seeing the introduction of devices such as our ‘sun visor’ logo holder.

Launching the MVP was going to be no small feat. We knew we needed to provide enough value and delight upfront to guide users throughout the whole journey, from browsing to purchase. From wireframes to prototypes and user testing sessions, we were intimately involved in every design stage. A very first initial version of the product was launched to just friends & family in order to test and learn as much as possible before launching the official MVP into the market in under 14 months.

A mammoth design system was created, covering a wide variety of icons, buttons, chips, hover states and much more. Custom illustrations were incorporated and designs for every breakpoint were considered deeply.

As time went on the product increased in functionality and complexity. New features were added such as financing, trade-in, comparison tools and a ‘find my car’ tool. Each of these requiring considerable flexing across UX and UI skillsets.

Today the Carma website boasts a wide range of market-leading features and designs including an interactive 360 gallery that showcases popular features and imperfections in detail.

In the first few years UntilNow designed and delivered almost all merchandise and branded collateral, from uniforms, customer gift packs, sports partnership creative and even livery for their stunning delivery trucks.

As time moved on and Carma built out its in-house capability, we were able to assist with larger communication challenges. The first of which was Carma’s launch campaign. From platform strategy, through creative and into production, we oversaw the delivery of a stunning campaign spanning TVC, social, radio, outdoor and more.

Now with the ‘design vision’ project completed, refreshed and revitalised assets have launched across OOH and social channels. These feature a new, enduring brand platform titled ‘It’s all good’. The platform helps alleviate concerns whilst imparting an Australian sense of ease into everything. Bright, conversational and optimistic, it reflects Carma’s bold vision on the car buying (and selling) space.

As Carma continues along its ambitious growth trajectory, we’re supporting them as they secure sports sponsorships, launch in new markets and uncover other avenues for growth. Our partnership continues to deepen with UntilNow operating as Carma’s Principal Product Design Partner and Brand Agency.