The Ask
To create a retail brand experience for Dollar Car Rental that clearly differentiates it from its sister brands, Thrifty and Hertz—while retaining visual and operational cues that signal their family relationship. The solution needed to be simple, clear and cost-efficient for rollout across multiple rental locations.
The Action
Rodmell developed a complete brand identity and retail experience rooted in clarity, predictability and value. Every touchpoint—from signage and wayfinding to staff interactions—was designed to remove ambiguity and emphasize trust. The system was built to scale and seamlessly integrate with Dollar’s operational environment, reinforcing the brand's positioning around “no surprises” value.
Services provided
Services
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Brand Strategy & Identity
We developed a bold, stripped-down visual system that immediately communicates value, simplicity, and clarity—three cornerstones of the Dollar brand. The new design system avoids unnecessary flourish and focuses on functional aesthetics and practical communication, providing strong distinction from sister brands Hertz and Thrifty while maintaining cohesion within the corporate family.
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Rental Facility Experience
Every aspect of the customer journey was considered to eliminate confusion and enhance convenience. We redesigned rental counters, digital kiosks, directional signage, and check-in areas to prioritize clarity and speed. The design system supports ease of movement and aims to make customers comfortable in what can often be a stressful environment.
TIP: Slide cursor to see before & after.
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TIP: Slide cursor to see before & after.
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Add paragraph text. Click “Edit Text” to update the font, size and more. To change and reuse text themes, go to Site Styles.
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Add paragraph text. Click “Edit Text” to update the font, size and more. To change and reuse text themes, go to Site Styles.
What the client says
CONSULTING
- Research & Insights
- CX Optimization
- Marketing / Digital / Loyalty
BRANDING
- Customer Segmentation
- Brand Strategy & Positioning
CREATIVE
- Retail Concept / Experience
Creative
Services
Branding
Services
Consulting
Services
Implementation
Services
Services provided
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