/Total Stack
A RS CAR THAT GOES HERE 5
Industry
Car Rental
Engagement
Full Build
Scope
Digital Marketing, Channels, Tech
Modernising Car Rental into a Unified Growth Engine
Modernising Car Rental into a Unified Growth Engine
Not a rebrand but a reinvention, merging businesses, aligning systems, and scaling for what comes next.
/Context/
When Car2Go was formed, it wasn’t a startup in the traditional sense. It began as a mobility brand operating in Lebanon, then expanded into the UAE through the acquisition of an established rent-a-car operation. Alongside the expansion came the consolidation of two standalone brands, each with its own systems, customer base, and market realities.
When Car2Go was formed, it wasn’t a startup in the traditional sense. It began as a mobility brand operating in Lebanon, then expanded into the UAE through the acquisition of an established rent-a-car operation. Alongside the expansion came the consolidation of two standalone brands, each with its own systems, customer base, and market realities.
On paper, the merger was straightforward. Legally and financially, it was a done deal. But for the business to function as one — and grow as one — the real work had to happen beneath the surface.
On paper, the merger was straightforward. Legally and financially, it was a done deal. But for the business to function as one — and grow as one — the real work had to happen beneath the surface.
/Challenge/
This wasn’t just about branding or tech, it was about unification. How do you merge two businesses with different tools, customer profiles, back-office setups, and market behaviours, and make it feel like one company from the inside out?
This wasn’t just about branding or tech, it was about unification. How do you merge two businesses with different tools, customer profiles, back-office setups, and market behaviours, and make it feel like one company from the inside out?
• How do you map cross-market opportunities? • How do you create one booking experience that feels intuitive in both markets? • How do you serve legacy customers while building a new audience? • And how do you future-proof all of it, so this isn’t a one-time fix, but a system that scales? This wasn’t a rebranding exercise. It was a full-stack reinvention.
• How do you map cross-market opportunities? • How do you create one booking experience that feels intuitive in both markets? • How do you serve legacy customers while building a new audience? • And how do you future-proof all of it, so this isn’t a one-time fix, but a system that scales? This wasn’t a rebranding exercise. It was a full-stack reinvention.
/Solution/
We approached Car2Go as an integration brief, not a cosmetic one. Our scope spanned brand, systems, product design, and infrastructure, all designed to support one unified business across two countries.
We approached Car2Go as an integration brief, not a cosmetic one. Our scope spanned brand, systems, product design, and infrastructure, all designed to support one unified business across two countries.
Brand & Positioning • Developed the Car2Go name and identity • Defined a positioning framework that could flex between markets while staying coherent • Created a communication system to serve teams and customers on both sides Digital Experience • Designed and built the booking flow from scratch, with clarity, flexibility, and customer experience at the core • Mapped user journeys for both legacy and new users, across markets and touchpoints Back-End & Systems Architecture • Integrated accounting, analytics, CRM, loyalty, fleet management, and customer support into a unified system • Built a modular back office to centralise control without losing local nuance • Connected all operational components into one logic layer, accessible via a central dashboard Market Integration • Mapped cross-customer behaviours to identify overlap and build omni-customer strategies • Enabled cross-market campaign logic and cross-selling opportunities • Designed for scalability: so the next market or module would plug into the same architecture The financial merger was the formality. This was the real merger: of systems, experiences, and growth logic.
Brand & Positioning • Developed the Car2Go name and identity • Defined a positioning framework that could flex between markets while staying coherent • Created a communication system to serve teams and customers on both sides Digital Experience • Designed and built the booking flow from scratch, with clarity, flexibility, and customer experience at the core • Mapped user journeys for both legacy and new users, across markets and touchpoints Back-End & Systems Architecture • Integrated accounting, analytics, CRM, loyalty, fleet management, and customer support into a unified system • Built a modular back office to centralise control without losing local nuance • Connected all operational components into one logic layer, accessible via a central dashboard Market Integration • Mapped cross-customer behaviours to identify overlap and build omni-customer strategies • Enabled cross-market campaign logic and cross-selling opportunities • Designed for scalability: so the next market or module would plug into the same architecture The financial merger was the formality. This was the real merger: of systems, experiences, and growth logic.
Strategy
/Results/
Launched on time with full internal alignment
Seamless transition from brand narrative to booking flow
Unified tech stack ready to scale with market demand
Strong operational handoff and long-term maintainability
Launched on time with full internal alignment
Seamless transition from brand narrative to booking flow
Unified tech stack ready to scale with market demand
Strong operational handoff and long-term maintainability
/More work.
Year
Project name
Description
/Stay in the loop.
For what’s too important to miss.
/Stay in the loop.
For what’s too important to miss.
/Stay in the loop.
For what’s too important to miss.
/Stay in the loop.
For what’s too important to miss.