Since its founding more than 25 years ago, CarMax’s increased size and variety of offerings have set it apart from traditional used car dealerships. We synthesized 84 messages and value propositions into a messaging framework that highlighted four key brand stories. Relying on extensive research and targeted personas, we mapped these stories across the CarMax.com customer journey, detailing why, when, how, and to whom key messages should be surfaced.
We created visual design and content strategies that better communicated their helpful, honest identity — and delivered some effective illustrations for a new offering as well. Informed by a shared method of continuous iteration and rapid user testing, we were able to build a new design language and way of speaking about the brand that increased affinity for both loyal customers and newcomers to CarMax.