In 2020, TrueCar collaborated with design consultants Pentagram on a strategic rebrand designed to make car shopping a more uplifting and empowering experience for customers. The rebrand team and I picked one of the characteristics of our new brand personality--empowerment--and I leaned into that attribute as I rewrote existing copy on the home page, pricing graph, new and used sections, and other sections of the site. It was a challenge to stay true to the new voice of the company while also incorporating feedback from multiple stakeholders. The rebrand improved conversion by 4-5%. We created a warm, friendly brand narrative that made car-shopping an easy, enjoyable experience, and I’m proud of the work I did to make that happen.