End of year rearview 2025
Year
2025
Project type
Multi-channel campaign
My role
Web design, email design, illustration
Everyone loves a year-end "wrapped" campaign, but Turo hosts are especially keen to dive deep into their stats. In 2025, hosts would receive a personalized email with a breakdown of their stats, and they would be led to a landing page that gave an illustrated view of Turo's overall performance in the global car rental space that year.
When the brief came in to elevate "2025 in the rearview" beyond what Turo had done in this space before, I was chosen to design the whole campaign. The challenge was to make something eye-catching, while communicating a ton of stats and content, all while working within the code constraints of email and CMS.
Collaborators
Fayette Fox
Rachel Siu
Maria Giorgetti
All of the stats, figures, earnings, etc. shown here are imaginary, for mockup purposes only.
I wanted to bring a visual motif to the wrapped campaign that would stand out against all the other apps in the wrap-o-sphere.
I figured evoking the retro styles of the golden age of the road trip felt like a clear fit for a retrospective campaign for the Turo brand. Plus it would be really fun to make. I started with gathering reference and doing rough sketches to brainstorm.
I developed the visual theme of "looking back" by making up a narrative of taking a sunset cruise down Route 66 with Puro (unofficial brand mascot), rubber-necking at all of the googie billboards that line the landscape.
From there it was a challenge of incorporating these motifs into the comms and landing page, while balancing with a pretty large amount of copy and content that we needed to cover. I found the bold shapes worked well as illustrative dividers, as backdrops to highlight statistics, and as frames for imagery.
The result was a cohesive, clear, multi-channel campaign to close out 2025.
