Historically the leader in paper-based car-buying, La Centrale has long since taken the digital route, without ever really establishing itself. To help it become an online reflex, we designed a simple, accessible identity, capturing the very essence of a marketplace.

From the modernized lower-case logo, we drew two codes inspired by the “l” of “la centrale” and the famous “search bar” of marketplaces. They position the brand as a leading digital player, while allowing it to promote the 300,000 products available on the site.

By blending the product with warm iconography and a friendly tone, we've created a brand that's reassuring and close to people. It aims to guide the 86% of motorists who are currently lost when it comes to buying a used car.

Following the rebranding and UI optimization, as well as the campaign carried out by the WNP agency, La Centrale recorded +4 image points (IFOP survey) and +19% site traffic.