Advantage is a value car hire brand owned by Hertz, launched in Europe August 2011.
The Advantage launch in Europe required posters that would sell extras to customers hiring cars. As it was a new brand that Hertz had just acquired, there were not brand guidelines as such when these posters were produced. Therefore it was a project that required me to think about the type of brand Advantage was and how that could be reflected in these posters. I went for a clear and simple style. It was challenging as I had to be very careful not create something that looked like Hertz. These posters were translated into Spanish, French, German and Italian.