Project Overview
As the Creative Director at Rentler from 2014 to 2016, I was instrumental in shaping the company’s brand identity while also overseeing User Experience (UX) and Product Design. My role allowed me to merge the worlds of creative design and user-centered design to ensure that Rentler’s branding was not only visually appealing but also aligned with the user experience. I led the development of Rentler’s website, branding materials, and key marketing assets, ensuring a cohesive look and feel across all touchpoints that met both creative and functional goals.
The Challenge
Rentler needed a compelling brand identity that resonated with both renters and property owners while also providing an intuitive and engaging user experience. The challenge was to create a visual identity and design that felt both professional and approachable, while simultaneously ensuring the website and product features were easy to navigate. The goal was to bridge these two areas—branding and user experience—into a seamless, consistent experience for every user.
My Role
As Creative Director and overseeing UX/Product Design, I had the unique opportunity to shape Rentler’s identity from both a creative and functional perspective:
- Brand Identity: I led the creation of Rentler’s logo and visual elements, ensuring that they reflected the company’s mission to connect renters with property owners in a simple, engaging way.
- Website Design and User Experience: I worked alongside development teams to design a website that was not only visually appealing but also optimized for ease of use, ensuring a smooth experience for both renters and property owners.
- Marketing Materials: I designed branded marketing materials, from swag and trade show booths to billboards, making sure the branding and user-centered approach remained consistent across all channels.
Approach & Solution
1. Designing Rentler’s Brand Identity
- Goal: To create a logo and visual identity that would appeal to both renters and property owners while being approachable and modern.
- Solution: The Rentler logo was based on the “For Sale”/“For Rent” sign, making it instantly recognizable and relatable to users. I ensured the design was simple, yet effective, with clean lines that worked across both digital and print mediums.
- Outcome: The logo became a strong symbol of Rentler’s identity, helping to establish trust and recognition with users and partners alike.
2. Overseeing Website Design and User Experience
- Goal: To design a website that would serve as the central hub for users to browse rental listings, manage accounts, and access information easily.
- Solution: I worked closely with the product and development teams to ensure the website’s design was user-friendly and intuitive. This included simplifying navigation, ensuring the platform was mobile-friendly, and improving the overall flow of information.
- Outcome: The resulting website was both aesthetically pleasing and functional, leading to increased user engagement, higher conversion rates, and an improved experience for renters and property owners alike.
3. Developing Marketing and Branding Materials
- Goal: To create engaging marketing collateral that would help Rentler stand out at trade shows and events, ensuring brand recognition and consistency.
- Solution: I designed a range of marketing materials, including branded swag (t-shirts, pens, stickers), trade show booths, and billboards. Each piece was designed with Rentler’s visual identity in mind, ensuring everything felt cohesive and professional.
- Outcome: These materials helped Rentler establish a strong presence at industry events, boosting brand awareness and reinforcing Rentler’s professional image.
The Cross-Section of Branding and User Experience
A critical aspect of my role was the crossover between Brand Identity and User Experience. This integration ensured that Rentler’s branding was more than just a logo or a color palette—it became an integral part of how users interacted with the platform. By aligning the visual design with intuitive functionality, I was able to create an experience that was not only appealing but also deeply user-centric. From the website’s design to the marketing materials, I maintained a consistent brand message that users could connect with at every touchpoint.
Results & Impact
✅ Stronger Brand Recognition: The cohesive branding helped Rentler stand out in a crowded marketplace, with the logo and website becoming recognizable symbols of reliability in the rental industry.
✅ Improved User Experience: The website redesign led to increased user engagement and conversion rates, thanks to an optimized and user-friendly interface.
✅ Effective Marketing Collateral: Rentler’s presence at trade shows and events was enhanced by branded materials that reinforced the company’s professional and approachable image.
✅ Bridging Branding and UX: By overseeing both creative direction and user experience, I ensured Rentler’s branding was consistently delivered across both digital and physical channels, making the experience more cohesive and engaging for users.
