CHALLENGE
Buying a used car is an exhausting and nerve-racking experience, because of the risks involved. To give buyers piece of mind, GM developed an extensive pre-owned division to instill confidence, reassurance and quality-control into their certified vehicles.

GOALS
Redefine what it means to own a certified vehicle through a new customer program called "Owner Care" and establish GM as a leader in the pre-owned space.

TIMELINE
2010-2011

OVERVIEW
General Motors Certified division serves the Chevrolet, Cadillac, GMC and Buick pre-owned vehicle market with programs that incentivize purchasing one of their vehicles. Over, the 18 months that I work on the GM account, I led projects from brand to websites (e-commerce & marketing) and cross-channel advertising campaigns.

Establishing the certified program as a trustworthy mark of excellence centered on four key pillars for the new formed "Owner Care" program that included an extended powertrain warranty, limited bumper-to-bumper warranty, maintenance package, as well as roadside and safety assistance.

The Owner Care program logo would serve as the standalone mark for the program and work in conjunction with GM's sub-brands: Chevy, Buick, GMC and Cadillac. The logo look and feel had to fit within the GM brand identity system for use within multiple channels from dealearship sales materials to tv advertising, online advertising, website promos and signage.