Hertz: Rebrand

Role: Creative Director, Content Designer

A rebrand and social-first campaign for Hertz that repositioned the service for millennial, entrepreneurial-minded travelers, transforming a low-consideration category into an aspirational lifestyle choice. As Associate Creative Director and Content Designer, I co-created “The Goldmember” platform, leading concept development and execution across social content, editorial, promotions, and digital experiences to make the brand feel culturally relevant and goal-oriented. I also defined the UX writing and content hierarchy across the site and social ecosystem, shaping headlines, navigation structures, messaging systems, and editorial flow to create a cohesive, intuitive brand experience across touchpoints.