A good eCommerce idea is one thing, but an eCommerce brand that can go from zero to 60 in no time is a real feat.


Making car buying simple

When Bank of America and DataScan developed a prototype C2C car-buying portal, they asked us to turn the concept into an engaging digital brand. We quickly determined that the brand had to be simple and fun, with a name that communicated ease of use and a unique experience in any language. Testing a range of possibilities, we arrived at PRNDL, named after the sequence of gears on an automatic transmission. This offered our design team the perfect launchpad for defining an approachable logo, voice and visual identity system that propelled the brand into the digital automotive shopping experience.


  • Brand Development
  • Name Generation