Establishing a high tech brand from the inside out

Buying a new car is still decidedly an offline activity. TrueCar reinvents the process by introducing price transparency, setting expectations between the buyer and the car dealer.

After TrueCar’s IPO they needed to mature their brand to differentiate from their competitors and to establish consistency. Roger was brought in to start, build, and manage the in-house agency. He grew the team to nine, established the brand look, and created a infographic style and practice that became a TrueCar brand signature.