Freesbe
Branding

Freedom of Movement

Industry
- Vehicle
Services
- Branding
- Design
- Naming

The Challenge

The latest technological developments in the automotive industry brought on a total transformation of the market including new types of vehicles (electrical, autonomous), novel ownership and mobility models, and innovative relationship concepts with today’s digital consumers who expect user-friendly, transparent, customized transactions. Carasso Motors, one of the leading car import and distribution companies in Israel (Renault, Nissan, Dacia and more), offering leasing and trade-in services, was at a challenging crossroads: the need to reposition the company in the evolving automotive world as a key player who adds value to the lives of today’s customers.
The Solution

Carasso Motors realized its competitive advantage stemmed from the different vehicle-selling constellations it offered; whether direct from the manufacturer or pre-owned, via trade-in, leasing, rental, with or without additional services (insurance, finance, etc.). But the real challenge was to compile the multiple, individually-branded functions into one brand – a single platform for purchasing vehicles in whichever constellation the customer chooses. A brand that introduces a new world of flexibility, personalization, and freedom of choice to the complex, cumbersome automotive world. Upon completion of the huge organizational shift required to jumpstart the move, Open came on board to kick the plan into high gear: the creation of a new vehicle brand genre, from strategy to communication, across all touch points.

The Strategy and Brand Promise

For many of us, a car represents freedom of movement and mobility, driving our purchasing motivation. However, that path to freedom entails a cumbersome, awkward experience, with poor service, limited selection and much frustration, the complete opposite of that sought-after freedom. Open realized it was time to tell a new story about the freedom of movement. It was time to address the freedom of mobility. We regard this as a basic human right. Our role is to provide people with the freedom to choose their customized mobility solution and support its seamless implementation.

As of today, there is one comprehensive platform for Israel’s mobility needs. An avenue that offers the most extensive range of brands and ownership models using the most user-friendly sales processes and forges strong, long-term relationships with customers. We captured the mission via a concise brand promise: Freedom of Movement.

The Strategy and Brand Promise

A new name

The initial and exciting step of the branding process was to turn the promise into a name. With Carasso Motors’ name not being a significant brand asset, Open was given leeway to come up with a new name for the group to best convey the spirit of the brand. After a comprehensive (and admittedly enjoyable) process, we came up with the name Freesbe. The name relays the freedom, fluidity and mobility, the joy and playfulness, that we wanted the brand to represent.

A new name

The initial and exciting step of the branding process was to turn the promise into a name. With Carasso Motors’ name not being a significant brand asset, Open was given leeway to come up with a new name for the group to best convey the spirit of the brand. After a comprehensive (and admittedly enjoyable) process, we came up with the name Freesbe. The name relays the freedom, fluidity and mobility, the joy and playfulness, that we wanted the brand to represent.

New Color Palette and Logo

The chosen color palette expresses the frisbee’s spirit of freedom through sunlight yellow and ocean blue, supported by black and white which represent innovation and technology.

The decision to use several colors for the logo and for the logo to be displayed in different color options from the brand color palette amplifies the variety, motion, uniqueness, and creativity at the heart of the brand.

New Color Palette and Logo

The chosen color palette expresses the frisbee’s spirit of freedom through sunlight yellow and ocean blue, supported by black and white which represent innovation and technology.

The Freeform Design Language

The design language Open developed embodies the freedom to move in any desired direction and the variety of mobility options offered by Freesbe. The shape of the strokes used represents the connectivity between points A and B. The line’s free form symbolizes the different ways of achieving freedom of movement. The lines, based on the brand’s colorfulness and energy, are two-dimensional with different thicknesses and patterns as per their varied uses. In addition, we created a high-energy animated version of each line to call the user to action.

The Freeform Design Language

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