Within this role, I first helped the North American and European teams update and apply the Car2Go corporate visual identity design in all mediums.
Together, we then refined the Car2Go design system and created content for MarCom, advertising, social media, digital, print, event and experiences to support the pending global brand transition/merge/rebrand into what has become ShareNow.
The final aspect of this contract role was to assist with the international launch of this new corporate identity.
Updated Car2Go Logo
Using the guidelines above, I worked with the Marketing and design teams to update, implement and enforce the Car2Go Corporate Identity and Design guidelines, as defined in the presentation below.
ShareNow CO-BRANDING TRANSITION
The edits, updates and revisions to these design guidelines were also used as a basis to inform all aspects of the ShareNow co-branding development.
The ShareNow brand was developed over two years by two external agencies. I worked with both, alongside the Car2Go and DriveNow Marketing design teams in Stuttgart, Munich, Berlin and Texas. Together we updated, tested, adjusted and refined it as much as possible in-house, prior to international implementation within new brand verticals, print and digital collateral, promotions, media and events.
Working in tandem with the Car2Go Product Design team in Stuttgart and Hamburg, I also adapted the ShareNow identity design to work as a viable design system within app UI/UX redesign, as well as mobile and desktop websites.
Comparative data and performance metrics
Car2Go saw steady customer membership growth, usage and revenue from 2016 onward, acquiring about 20% new users each year.
By 2018, Car2Go estimated 3 million worldwide users, with an estimated annual revenue of $56 million.
In 2019, the successful merge of DriveNow and Car2Go (into what is has since been known as SHARE NOW) saw that figure grow to an estimated 3.2 million users, operating 20,000 vehicles in 30 cities within the EU, NA and China. It also expanded to include FREE NOW and CHARGE NOW, integrating additional mobility services (taxis, e-bikes, e-mopeds, e-scooters) and electric charging solutions under the YOUR NOW entity.
Despite the decision to exit the North American market altogether, SHARE NOW cited 410,000 new registered users in 2020, and over a million new customers within focused markets. This amounted to about 3 million users among the remaining 20 cities.
2021 saw 538,000 new registered SHARE NOW users - an increase of 30% from 2020 - and provided carsharing services to 3.4 million users in Europe.
In 2022, SHARE NOW cited 30% more transactions compared to 2021. On 8 July 2022, Free2Move (owned by Stallantis) announced the acquisition of SHARE NOW. Its mission was to simplify mobility across its product offerings and expand its mobility hubs concept to 14 new cities. Combined, SHARE NOW and Free2move now reach more than 6 million customers worldwide.
As of 2023, SHARE NOW partnered with Stripe to integrate smoother payment processing, resulting in over a million transactions within the first three months.
Further Information
Impact of electric carsharing on cities, transportation and vehicle ownership
SHARE NOW comparative valuation (mobility improvement, environmental impact, cost-effectivity,etc.)
Successful SHARE NOW brand transition press release