ComfortDelGro Rent-A-Car (CRAC), a subsidiary of ComfortDelGro, participated in the Support SMB 2023 trade event, aligning with Senoko Energy's #TakeCharge campaign.

The event focused on promoting sustainability among small-medium businesses. CRAC aimed to showcase its vehicle leasing and rental services, catering to both individuals and businesses with short-term and long-term needs.

My Role & Responsibilities

As the Design Lead, I was responsible for developing CRAC's event identity and marketing collaterals from the ground up, as there was no existing brand guide for this business unit. My responsibilities included:

• Visual Identity Development: Defined the color palette, typography, and layout systems to establish a cohesive and distinctive brand presence for CRAC at the event.
• Marketing Collateral Design: Created a suite of digital assets to support CRAC's event participation, ensuring consistency and scalability across various platforms.

Design Approach

• Distinct Visual Identity: Crafted a unique visual language that resonated with CRAC's brand values and the event's sustainability theme.
• Scalable Design System: Ensured that all materials were adaptable for both digital and print mediums, facilitating consistent branding across different platforms.
• Engaging Marketing Materials: Designed assets that were not only visually appealing but also effective in attracting sign-ups and generating interest in CRAC's services.