Fair Social Rebrand
The Visuals
Our visuals consisted of bold pops of color - intended to stand out in a world of millennial pinks. We paired this with textures that reference macro glimpses of all the places your car can take you.
Our brand imagery is polished, yet lived-in while our UGC is casual and cool.
We brought in elements of bold type and playful
doodles to add a dose of impact and fun.
Our graphic backgrounds were inspired by overhead patterns found in nature and city street grids.
Instagram Grid
Our refreshed grid maintained the playful pops of color from their existing branding, but put a new focus on authenticity, attitude, & fun. Less of the contrived branded posts and more adventure and exploration.
Tone of Voice
The new tone of voice is progressive and candid with a dose of wit and confidence.
ASMcar
Many aspects of having a Fair car can be meditative. So we made content that feels as good as driving with Fair feels.
To do this, we created an ASMR experience with teaser Instagram cutdowns, and full-length videos for Youtube, intended to function as
true ASMR while highlighting what it’s like to have a car with Fair.
*Sound up! Or grab your headphones for the best experience*
The Posts
Hover to read captions.
fairtheapp Babies on board 🌱 #CupHolderConfessional #ThatsFair
fairtheapp Happy Scorpio season to our favorite designated drivers. #FairZodiac #ThatsFair #astrology
fairtheapp Happy Scorpio season to our favorite designated drivers. #FairZodiac #ThatsFair #astrology
fairtheapp Milly, San Fransisco, loves being the “friend with the car” and doesn’t mind transporting small furniture or picking you up from the bar. #ThatsFair
fairtheapp This month, we’re #GassingUp Phill Sneakman (@philblublue). Phil was nominated by a few of his Uber riders for going the extra mile. “I had fallen and twisted my ankle on a jog. So I ordered an Uber and called the driver to tell him it might take me a second to hobble over. He told me to wait right there and miraculously pulled up 5 minutes later with a bag of ice! He helped me elevate my foot and even walked me into the hospital. 5 stars feels like an insult… this man deserves the whole night sky!”
Phil earned his free month of Fair and month of gas. We’re proud to have you as a Fair driver. #That'sFair
fairtheapp It all adds up. #ThatsFair
fairtheapp Exploring a Fair Car for the First Time • There’s no other feeling quite like that “just got a car (on my phone)” feeling.
Tap to watch the full IGTV. #ASMcar
• #ThatsFair #ASMR #satisfying #ASMRsounds
fairtheapp Chloë, 31, has driven all around the country, but her best memory is meeting her favorite Soca musician at a rest stop. #ThatsFair
fairtheapp BTS: Mom edition. #CupHolderConfessional #ThatsFair
fairtheapp These astrological bumper stickers are funny and accurate to boot. #FairZodiac #ThatsFair #astrology
fairtheapp Let’s Make a Fair-ly Satisfying Mess • Keep your Fair car clean… or get it dirty. No judgements from us either way. After all, a Fair car is your car… that you can turn it in when you feel like it. #ASMcar
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#ThatsFair #ASMR #satisfying #ASMRcrunchy #Slime
fairtheapp No hand-me-down wheels. No bring-me-down debt. #ThatsFair
fairtheapp What you do with your car… that’s your business. #TrunksOfInstagram #ThatsFair
fairtheapp Push to start. Push to stop. With Fair, you can get a car on your phone and cancel anytime. #ThatsFair
fairtheapp The art of self-care meets the convenience of your cup holder. #CupHolderConfessionals #ThatsFair
fairtheapp The freedom to say yes to more. The flexibility to walk away any time. #ThatsFair
fairtheapp A Sudsy, Satisfying Car Wash • There’s something so satisfying about washing your car because you want to… not because you have to. Treat your Fair car like it's your own. #ASMcar
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#ThatsFair #ASMR #satisfying #CarWash
fairtheapp So we asked the stars and they told us with 100% certainty what you keep in your center console. #FairZodiac #ThatsFair #astrology
fairtheapp Spookiness Score: ⭐⭐⭐⭐⭐ #CupHolderConfessional #ThatsFair #UberPartner
fairtheapp This just in. #ThatsFair
fairtheapp Hey, at least he didn’t bring home an entire semester’s dirty laundry this time. Progress? #TrunksOfInstagram #CollegeLife #ThatsFair
fairtheapp Upgrading from canvases to murals means upgrading from two wheels to four. #TrunksOfInstagram #ThatsFair
fairtheapp Mel, 27, loves listening to heavy metal on the way to group meditation. #ThatsFair