National Car Rental
travel · image
6
craft
Design leverages environmental branding rather than digital overlays to establish brand presence within a lifestyle photography context.
Palette
#007336
accent · 19.3%
#131319
background · 24.6%
#8c8d92
neutral · 7.6%
#646466
neutral · 7.9%
#a4a5a9
neutral · 4.2%
#2d2c31
surface · 10.2%
Composition
full bleed photo
Layout
centered
Color structure
neutral plus accent
Background
photographic
Typography
sans · sans only
Imagery
photographic · realistic
Temperature
cool
Accent lands on
environmental branding, directional sign
Mood
What makes it work
- Subject partially obscuring large-scale environmental typography
- Dominant saturated brand color used as environment backdrop
- Naturalistic side-lighting highlighting the subject profile
- Mobile interaction as the central narrative action
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