Case Study
Have Mint, Will Travel
Mint, Cars On-Demand is the newest car-share company to hit the streets of NYC. The company was founded by one of New York's leading parking operators who quickly recognized the synergy between parking operations and car-sharing. Mint's vision is to provide an affordable and reliable alternative to car ownership, as well as a complimentary solution to the mass-transit system in the urban environment.
Brand-Aid
As the branding and design agency, FA's first challenge was to find the company name. We ultimately settled on the name 'Mint' as it touched on the client's desires to be contemporary, concise and memorable. We followed similar principles when designing the logo, creating a design that fused contemporary font treatments with a rendering of mint leaf that has a road running through the center. Finally, we coined the tagline 'Cars On-Demand', hijacking the on-demand concept and taking it to the car-share industry where instant access is also the central underlying theme.
Use it or Lose It
The website UI was designed with an emphasis on simplicity and usability with the goal of creating a streamlined tool for booking cars and managing reservations online. The result is a pleasant and usable site experience where information is always accessible, processes are easily digestible and a user never feels lost within the site. Employing minimalist design principles, we utilize ample white space and ultra-clean IA to allow for a refreshing amount of breathing room around the content.
Ideas Have Legs
Our concept for the campaign is a play on words where the word 'mint' is substituted for words, suffixes or prefixes in common statements or phrases to alter the meaning and essentially brand it. For example, by substituting 'mint' for '-ment', we create new phrases that describe the benefits of the service or capitalize on ideas of freshness. We envision a long-running campaign that continually morphs and plays with meaning, essentially becoming a joy for consumers to see how it will be synthesized next.