JULIA YU

04



Lotlinx

Lotlinx, a vehicle inventory management platform, was founded with the idea that dealers would benefit from cutting out middlemen to connect directly with dealers through AI technologies. The company wanted to shift perceptions of their business and solidify their brands as a technology company and revolutionary leader dedicated to putting their customers back in the driver seat.






About the projectTo reframe Lotlinx as a trusted partner and leader in the space Interbrand spoke to car dealers across North America to establish a strategic foundation that was a true reflection of their needs and concerns. The established strategy became the headlights that guided how all brand touchpoints came to life.

A central message was established that centered around helping car dealers take back control through Lotlinx’s precision retailing platform. Putting dealers at the heart of the brand was imperative and amplifying their need for control is telegraphed across verbal and visual expressions of the brand.To help position Lotlinx as a leader a brand voice was established that amplified the brand’s persona as a straight shooter. The principles of being considerate, candid and confident are the foundation of a brand voice that is centered around empowerment and control.

The new wordmark embodies trust, modernity and forward-momentum. The ease of use of the Lotlinx’s platform is mirrored in a logo that is able to stretch across all mediums with flexibility, scale and confidence. Its forms move up and down in perpetual movement and fluctuations with self-assuredness. The fluid motion of the mark amplifies Lotlinx ability to adapt and provide their audience what they need when they need it.

Within the mark, a customized ‘x’ features a cut-out chevron that is carried throughout the system. The chevron acts as a storytelling device that becomes a window to tell the dealers’ story and represents a new direction forward for dealers that is clear, efficient, and puts them in control. An iconic black and white design system was chosen to amplify the genuine, authenticity of the brand while leaving room to always bring the dealer front and center in the brand expressions.




Credits

Agency
Project
Role

CEO/ECD
CD
Senior Designer
3D
Strategy, Verbal
Client Management
Interbrand NY
Brand Identity
Designer

Daniel Binns
Franziska Stetter
Jon Rinker
Conrad OstwaldJennifer Passas, Wilson Taylor
Hanna Kubat


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