Making convenience feel distinctively Zipcar.

Solving a verbal identity crisis

The Challenge

Zipcar didn't just take shared mobility mainstream—it pioneered it. But as the category and competition grew, our voice sank into a sea of sameness.

The Solution

We needed a verbal identity system that could build trust, boost conversions, and make convenience feel human again.

Car sharing was now a commodity, and language was one of the last true differentiators.

My Role

I led the search and selection of an agency partner to refine Zipcar’s verbal identity, facilitated cross-functional feedback sessions, and turned the output into updated brand guidelines.

Audited existing expression
Defined updated voice pillars through internal workshops
Briefed Reed Words on strategic context and challenges
Co-developed a Voice & Tone Playbook grounded in clarity, warmth, and wit

The Outcome

A living system now guides every touchpoint to make sure Zipcar sounds consistent. Early adoption has already streamlined creative reviews and strengthened alignment across Product, Marketing, and Member Experience.

2%

Lift in convenience attribute in latest brand tracker