Polite Type

Work done for:

Zipcar

Brief

From errands to earning to epic adventures, Zipcar is the original car sharing service. They had a bold, new strategy, but needed help getting it off the page and on the road. At Reed Words, we built a verbal identity to take them where they want to go.

Work done at Reed Words | Creative Direction by Neil Whitfield

As a brand, Zipcar had grown from an “everyday outlaw” to an “innocent creator.” But they didn’t have the tools to bring it to life. Their internal copy team needed the perfect combination of creative freedom and guardrails to keep everyone on the right route.

Meet the “playful copilot.” It’s the familiar voice of your best road trip buddy. The one who has just the right playlist for the drive ahead. Whose practical, can-do attitude is softened by genuine empathy. Who always gives clear steps forward, then brightens them with a bit of wit.

And guiding the voice is an easy-to-follow map of all their messages — directions on how to tell their convenience story to any audience.