Hubo
Where car rental companies live

Hubo is a car rental real estate manager. By offering a set of benefits to increase profits and opportunities including space leasing, shuttle service, parking, car wash, repair shop, and stores — it provides a unique and bespoke experience for small and medium-scale car rental companies. We worked closely with its owners to develop the entire brand identity, including the name, business concept, and visual assets.

Client: Hubo

Year: 2019

Country: USA

Sector: Retail

Naming
Positioning

Strategy

Branding

Visual Identity

Brand Applications

The Challenge

Creating a brand framework that represents Hubo’s new concept in car rental segment in a smart and clear way, to successfully capture the attention of both car companies and final users. To position the car rental spaces as beautiful design and architecture centers — changing the segment’s paradigm.

What we did

For naming creation, we focused on showcasing the brand’s characteristics as a hub, an epicenter, a key spot — central and unique. A place where different brands converge. An open space for multiple personalities, audiences, and people. That’s how Hubo’s name was born. Following the same train of thought, we designed a logo that morphs to incorporate the shape of a house, an arrow, and most importantly, a location pin. Using the concept of ‘car rental district’, we developed a visual system that features functional typography, a neat and modern color palette, and a tone of voice that works for both tenants and users.