Brand Campaign
Carvana Carpool Referral Program
Simply put, buying a car is a big deal. As a growing business, it means a lot when someone refers a friend to purchase their next car through Carvana. As our referral program moved from a cash reward to a gifting system, we wanted to say thank you in a bold new way. We decided to play off the idea of Carvana “evolving” the car-buying process to show the “evolution” of the “thank you.” From cards to branded cookies and flower seeds, customers received our thank-you kits packed with a whole lotta love, including custom illustrations from world-renowned illustrator, Harry Malt.
Role:
Art Direction, Packaging
For referral participants, their first contact with our new system is the webpage. We wanted to make sure that every bit of the page was filled with joy and appreciation.
Collaborators
Creative Direction: Paul Keister
Illustration: Harry Malt
Copy: Sam Lowy
Photography: Andrew Langdal
3D: Mario Caballero
UX/UI: Justin Graham