Drive

ProjectFocus

eCommercePlatform,Strategy,Branding

Drive

/ Overview

Drive.us — Helping car buyers pave their way to a brighter financial future.

Digital Strategy
Visual Language
Content Direction
Website Design
Interactive Style Guide

BACKGROUND

For many, buying a car can be a confusing process, filled with roadblocks and unexpected turns along the way. With unfamiliar language and intimidating dealerships, the thought of buying a car can feel impossible, especially for borrowers who may not have the benefit of financial experience and education. So when it came to Santander USA’s buying and lending platform, Drive®, we knew the challenge here was bigger than just helping people buy a car. We had to demystify this path all together. The focus of our approach was to break down the process—from pre-qualification to purchase—into small steps, arming consumers with helpful tools like financial literacy-focused education, and overall transparency throughout the experience.

APPROACH

The team at Santander USA originally came to BASIC/DEPT® to help audit pre existing product designs for this new platform, not feeling confident that their first attempt took into consideration clarity, consistency, and usability. Although Santander USA came to our team with a name, brand strategy, and visual identity, both teams came to the conclusion that there was a greater opportunity here. B/D® signed on to a full brand reset for the product platform.

Drive is a registered trademark of Santander Consumer USA Inc. All other trademarks are the property of their respective owners.

BASIC/DEPT®

/ Brand Vision

Brand Vision

Before imagining what the overall brand vision would be, it was crucial to first understand who our consumers were. Through research, numerous rounds of 1:1 interviews, and user surveys, we were able to put together a broader picture of who this platform could serve, and what their specific needs were. These personas spanned every level of the car-buying process—from absolute newcomers, to seasoned buyers, to individuals looking for an additional car—all united by their need for a loan. From there we thoughtfully built out user journeys, and the brand vision became apparent. This experience had to deconstruct an often intimidating path and humanize the process in doing so. Knowing that many consumers exist within a difficult financial reality, Drive® would be the empathetic and helpful voice in a sea of intimidating jargon and process.

BASIC/DEPT®

/ Brand Strategy

Brand Strategy

From a strategic perspective, we wanted Drive® to feel like a coach throughout this process. One who understands where you’re at, and can help get you on a path to progress—a unique approach to a process the rest of the auto industry treats as one-size-fits-all. The goal would be to empower our users, and position Drive® as an ally in helping you pave the way to a brighter financial future. For those in need of extra help during major financial milestones, Drive® is here to coach you towards smarter, more confident purchases.

BASIC/DEPT®

/ Brand Strategy

Logo + Brand Identity

We collaborated with brand designers from DEPT®’s Studio Dumbar on the full visual brand identity for Drive®, complete with animations and motion design to match our brand tone and positioning. The driving factors in our visual designs were to mimic the road ahead, and for the brand to feel bold, but approachable. Something that conveys Drive®’s confidence and expertise, without intimidation—a firm, yet friendly handshake. We found this balance through choices in typeface and movement. From big moments, to tiny details, our motion vocabulary allows for a range of expressions. One that mimics our tone, from celebrations to straight talk.

BASIC/DEPT®

/ User Experience

User Experience

Through interactive experiences and curated content down the page, our brand strategy started taking shape. Drive® is in your corner, coaching you step by step through readily available educational tools, helpful tips, and thoughtful content. Our unwavering transparency came to life in the way we speak, using colloquial, human language. Above all else, we are always looking towards your next step—giving you the tools you sometimes didn’t even know you needed. Like life-focused filters in our search bars, or prep materials provided to you before heading to the dealership.

BASIC/DEPT®

/ Web Design

Web Design

The overall experience was designed with usability and the brand’s empathetic, approachable tone in mind. We first established a design system that could house all necessary information in a way that felt legible and easily discoverable to all users. Whether a newcomer with no prior knowledge, or a self proclaimed expert, various tool tips, educational moments, and real time, results-driven interactions are readily available. The use of icons in place of text allows for easy content scanning to find exactly what you’re looking for, and our intentional use of color creates a visually positive, calming experience.