Getting everyone in on the joke—and aligned on what makes it on-brand.
Defining Zipcar’s on-brand funny
The Challenge
Humor has always been part of Zipcar’s DNA. But as the brand evolved, our comedic approaches ranged from forced puns to subversive satire—often without a unifying principle.
Internal teams naturally had different perspectives on what “on-brand funny” should sound like.
We needed a shared framework so well-intentioned creative and feedback could reflect strategic alignment, not just personal taste.
The Solution
I designed and facilitated a cross-functional workshop (Brand, Creative, UX, Public Policy, Member Services, Acquisition) to move from opinion to alignment using evidence-based frameworks.
The Approach
Introduced the Humor Styles Model (Rod A. Martin) to distinguish affiliative (relationship building vs. aggressive (put down) humor.
Had participants map out real ads (Zipcar and other brands) onto the framework.
Defined Zipcar’s approach: optimistic, clever, and relatable—not sarcastic, self-defeating, or obscure.
From punny and snarky to easy
The Outcome
A shared language for evaluating humor, plus clear, actionable guidelines for internal and external writers across all touchpoints.
