FAIR

SOCIAL REBRAND 2018

The year was 2018. And my oh my, social media sure has changed since then. ASMR wasn’t everywhere, cohesive IG grids were everything, and Fair was a startup app that let you rent a car from your phone. Popular with everyone from millennial artists to Uber drivers, Fair boasted of no credit checks, no paperwork, and no commitment. We were tasked with creating a Social Playbook & executing a few mini-campaigns to help this internet-born company walk, talk, and post like an internet-born company.

THE DESIGN

Bold pops of colors—intended to stand out in a world of millennial pinks.
Macro textures reference the many places your car can take you.
Graphic line illustrations were inspired by overhead patterns found in maps, nature, city street grids.

THE PHOTOGRAPHY

Brand imagery: Polished yet lived-in.
UGC: Casual + cool.

THE TRANSFORMATION

Reminder: Curated feeds were cool in 2018

TONE OF VOICE

Progressive, candid, original, and a touch cheeky.
Aware of meme-speak but not reliant on it.

#ASMcar

Cutdowns from an organic social video series.
Playing off the ASMR trend that was just starting to take the world by storm, original videos were 5-10 minutes and intended to function as true ASMR.
Headphones on. Sound up.

THE POSTS

Along with delivering the Rebrand Bible with visual/tone approach and concepts for each mini-campaign, we also executed and delivered the first 30 days of assets.
Hover to read captions.

fairtheapp Babies on board 🌱 #CupHolderConfessional #ThatsFair — **fairtheapp** Babies on board 🌱 #CupHolderConfessional #ThatsFair

fairtheapp Milly, San Fransisco, loves being the “friend with the car” and doesn’t mind transporting small furniture or picking you up from the bar. #ThatsFair — **fairtheapp** Milly, San Fransisco, loves being the “friend with the car” and doesn’t mind transporting small furniture or picking you up from the bar. #ThatsFair

fairtheapp Exploring a Fair Car for the First Time • There’s no other feeling quite like that “just got a car (on my phone)” feeling.Tap to watch the full IGTV. #ASMcar• #ThatsFair #ASMR #satisfying #ASMRsounds — **fairtheapp** Longterm car rental. Right from your phone. It’s only weird if you make it weird. #ASMcar
• #ThatsFair #ASMR #satisfying #ASMRsounds

fairtheapp These astrological bumper stickers are funny and accurate to boot. #FairZodiac #ThatsFair #astrology — **fairtheapp** These astrological bumper stickers are funny and accurate to boot. #FairZodiac #ThatsFair #astrology

fairtheapp What you do with your car… that’s your business. #TrunksOfInstagram #ThatsFair — **fairtheapp** What you do with your car… that’s your business. #TrunksOfInstagram #ThatsFair

fairtheapp The freedom to say yes to more. The flexibility to walk away any time. #ThatsFair — **fairtheapp** The freedom to say yes to more. The flexibility to walk away any time. #ThatsFair

fairtheapp Spookiness Score: ⭐⭐⭐⭐⭐ #CupHolderConfessional #ThatsFair #UberPartner — **fairtheapp** Spookiness Score: ⭐⭐⭐⭐⭐ #CupHolderConfessional #ThatsFair #UberPartner

fairtheapp Happy Scorpio season to our favorite designated drivers. #FairZodiac #ThatsFair #astrology — **fairtheapp** Happy Scorpio season to our favorite designated drivers. #FairZodiac #ThatsFair #astrology

fairtheapp This month, we’re #GassingUp Phill Sneakman (@philblublue). Phil was nominated by a few of his Uber riders for going the extra mile. “I had fallen and twisted my ankle on a jog. So I ordered an Uber and called the driver to tell him it mi… — **fairtheapp** This month, we’re #GassingUp Phill Sneakman (@philblublue). Phil was nominated by a few of his Uber riders for going the extra mile. “I had fallen and twisted my ankle on a jog. So I ordered an Uber and called the driver to tell him it might take me a second to hobble over. He told me to wait right there and miraculously pulled up 5 minutes later with a bag of ice! He helped me elevate my foot and even walked me into the hospital. 5 stars feels like an insult… this man deserves the whole night sky!”
Phil earned his free month of Fair and month of gas. We’re proud to have you as a Fair driver. #That'sFair

fairtheapp Chloë, 31, has driven all around the country, but her best memory is meeting her favorite Soca musician at a rest stop. #ThatsFair — **fairtheapp** Chloë, 31, has driven all around the country, but her best memory is meeting her favorite Soca musician at a rest stop. #ThatsFair

fairtheapp Let’s Make a Fair-ly Satisfying Mess • Keep your Fair car clean… or get it dirty. No judgements from us either way. After all, a Fair car is your car… that you can turn it in when you feel like it. #ASMcar•#ThatsFair #ASMR #satisfying #AS… — **fairtheapp** Longterm car rental right from your phone. Sorta strange. Soooo satisfying. #ASMcar
•
#ThatsFair #ASMR #satisfying #ASMRcrunchy #Slime

fairtheapp Push to start. Push to stop. With Fair, you can get a car on your phone and cancel anytime. #ThatsFair — **fairtheapp** Push to start. Push to stop. With Fair, you can get a car on your phone and cancel anytime. #ThatsFair

fairtheapp A Sudsy, Satisfying Car Wash • There’s something so satisfying about washing your car because you want to… not because you have to. Treat your Fair car like it's your own. #ASMcar•#ThatsFair #ASMR #satisfying #CarWash — **fairtheapp** There’s something so satisfying about washing your car because you want to… not because you have to. Treat your Fair car like it's your own. #ASMcar
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#ThatsFair #ASMR #satisfying #CarWash

fairtheapp This just in. #ThatsFair — **fairtheapp** This just in. #ThatsFair

fairtheapp Upgrading from canvases to murals means upgrading from two wheels to four. #TrunksOfInstagram #ThatsFair — **fairtheapp** Upgrading from canvases to murals means upgrading from two wheels to four. #TrunksOfInstagram #ThatsFair

fairtheapp Feeling stuffed already. #TrunksOfInstagram #ThatsFair — **fairtheapp** Feeling stuffed already. #TrunksOfInstagram #ThatsFair

fairtheapp It all adds up. #ThatsFair — **fairtheapp** It all adds up. #ThatsFair

fairtheapp BTS: Mom edition. #CupHolderConfessional #ThatsFair — **fairtheapp** BTS: Mom edition. #CupHolderConfessional #ThatsFair

fairtheapp No hand-me-down wheels. No bring-me-down debt. #ThatsFair — **fairtheapp** No hand-me-down wheels. No bring-me-down debt. #ThatsFair

fairtheapp The art of self-care meets the convenience of your cup holder. #CupHolderConfessionals #ThatsFair — **fairtheapp** The art of self-care meets the convenience of your cup holder. #CupHolderConfessionals #ThatsFair

fairtheapp So we asked the stars and they told us with 100% certainty what you keep in your center console. #FairZodiac #ThatsFair #astrology — **fairtheapp** So we asked the stars and they told us with 100% certainty what you keep in your center console. #FairZodiac #ThatsFair #astrology

fairtheapp Hey, at least he didn’t bring home an entire semester’s dirty laundry this time. Progress? #TrunksOfInstagram #CollegeLife #ThatsFair — **fairtheapp** Hey, at least he didn’t bring home an entire semester’s dirty laundry this time. Progress? #TrunksOfInstagram #CollegeLife #ThatsFair

fairtheapp Mel, 27, loves listening to heavy metal on the way to group meditation. #ThatsFair — **fairtheapp** Mel, 27, loves listening to heavy metal on the way to group meditation. #ThatsFair

Agency - R/GA NY

Roles - Senior Copywriter, project and copy lead, concept creation and execution