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Budget found itself in a unique situation of needing to differentiate their brand from it’s big sister AVIS. To do this we helped the brand find it’s place in the competitive set by communicating the idea of “value plus.”
Understanding the name “Budget” is strong and memorable, while the graphic system was falling flat, it was time for a change.
Incorporating a new interpretation of Budget’s original “road” graphic and infusing a new graphic system with a vibrant secondary color palette, we were able to find the place where smart meets simple and revitalize the brand to focus on what matters most.
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Designed at Interbrand NY
Creative Director: Chris Campbell
Design Director: Mike Knaggs