Afresh Metal
Responsibility
UX/UI
Art Direction
Creative Direction
Brand direction
Strategy
Outcome
Website
Brand Identity
Applications
Introduction
Established in 2015, Afresh metal originally named Cash4Cars provides vehicle removal services in Victoria Australia
The company prides itself on completing every job on time hassle-free with transparency and the agreed-upon offer. This leaves all customers with a professional and respectful impression of Afresh. Leaving customers with a professional and respected impression.
Stakeholder Objectives
Expanding to B2B Market
After the initial workshop, Cash4Cars and our team identified an opportunity to introduce a new service to recycle all metal parts and waste. We aimed to reach out to the B2B market and potential B2C consumers who are looking for a solution to deal with their metal waste.
01
Research
Users Interview
We learnt about their B2B and B2C users through the lens of Cash4Cars from our workshops.
Throughout the meeting, the client mentions users express their satisfaction regarding Clash4Cars punctuality on time, transparency and trustworthiness regarding paying their customers with the agreed amount of money for their vehicle.
After our workshops, we did further market research through user reviews within the industry, which validated our client's comment regarding what users value the most in this metal recycling industry.
288 reviews 4.8 stars overall
⭐️⭐️⭐️⭐️⭐️
Got a quote via email, confirmed the details on the phone and they could pick up on the same day. They picked up the car within the hour and honoured the quoted price. Money was in my account after a few minutes. From my experience, would highly recommend it. Thank you.
Nick
5 stars
⭐️⭐️⭐️⭐️
Very easy to work with. A quick and reasonable quote and then able to collect my car within 24 hours. Free car collection and the truck driver was very friendly and easy to work with. Money was paid and in my account within 15 mins of signing the paperwork. Would happily use it again.
Alex
4 stars
⭐️⭐️⭐️⭐️⭐️
Everyone was kind and courteous and there was no haggling over price when the driver arrived which is something that I have had issues with in the past. Would highly recommend these guys!
Liam
5 stars
users Highlight
Confirmed the details on the phone and they could pick up on the same day. They picked up the car within the hour and honored the quoted price
Users objectives summary
We found that their users are looking for a stress-free process to manage their metal waste. They don’t want to put in a lot of effort when organising metal waste removal, and they need an efficient and on-time service with a good reputation that sticks by their initial quotes and pays accordingly.
Here are the key summaries of what users are looking for when choosing a car/metal removalist:
Stress-free
A company provides a simple process for users to trade their vehicle/waste metal for money.
Efficiency
A company pickup their vehicles/metal waste on time without delay.
Trustworthy
A company with a good reputation, users are getting paid with the promised amount.
Competitors
Research
We found from competitor research that customer reviews help to build confidence and credibility with their customers, an example of the social proof phenomenon. Many competitors websites focused on money-only CTAs and content, with an emphasis on false potential payments. Many use generic, carbon copy designs, it is difficult for users to differentiate one from each other.
Alphas
Customers reviews help to build confidence and increase credibility for potential customers, this is a prime example of the social proof phenomenon
Deltas
Website content and messaging focus on Money only, with emphasis on the false potential amount of money where normally users/customers wouldn't be able to get.
Carbon copy of generic designs, since all the car wrecking companies are using the same style of graphic/imagery and content, they fail to differentiate themselves from competitors.
Alphas
The call to action section stands out to users who are required assistance immediately. The rest of the content caters to users who want to learn more about roadside assistance products.
Contents are thoughtful and relevant to users, instead of providing generic "Our 3 steps process" "Why you need this", contents illustrate real-life situations that connect with users.
Alphas
Utilising imagery/content that showcases the company facility and capability, helps to build users' awareness of the company itself, thus opening the opportunity for users to move to the next stage of the sales funnel 'Consideration'.
Deltas
Similar to Car wrecking websites, all the B2B metal recycling companies have a similar approach in terms of Brand and visual language.
Function/Content Inventory
Car wreckers
roadside assistance
Metal Recycling
02
Define users & problems
User Personas
Mark, 27 - Bartender
Victoria
Mark is a bartender and uses his car daily. He is currently living with his partner sharing the same car (his partner uses it during the day and he uses it at night). They have been saving up to get a new vehicle. Now that Mark's car has given out, they have decided to just get rid of it.
Painpoints
Overwhelm by choices
Time sensitives
Goats & Needs
Find a time that suit him and his partner
Need a pick up service for his vehicle
My car just broke down, I already spent a lot of money trying to fix it previously, I am not doing this again, let's just wreck it...
Rick, 42 - Project Planner
Victoria
Lives in Brooklyn with his wife and 3 kids, rick requires his own mode of transportation for work. There are 3 Vehicles in this household one for himself and one for his wife, the third one being his old Volvo. Rick wants to get rid of it so they can have more space in the garage.
Painpoints
With so many companies around his suburb, he finds it difficult to determine which one is trustworthy.
Goats & Needs
Effectively communicate the degree of transparency and how the process works in a professional manner.
Information about paying the price that was agreed upon
My old Volvo has been sitting at the garage for 2 years now. I haven't renewed its registration and won't in the future, frankly this is just a waste of space.
Beth, 37 - Hobsons Bay City council
Victoria
Beth has been working with the city council for 4 years now, managing day to day tasks. Recently the council has been under resourced, and Beth has to look into road management issues. She is trying to find a 3rd party contractor to get this abandoned car removed and would like to find a company that has a good reputation and proven track of records so that it matches the council's requirements.
Painpoints
Not familiar with the industry
Can't afford to spend more time on research
Goats & Needs
Positive reviews and transparency on the service
Find a company that provide B2B service
Our current contractor is not available right now, we are looking for someone else to get this task done asap.
Problem statement
Looking for a metal recycling company could be exhausting with so many options in the market, there are a lot of companies that lie about their payment, not arriving on time, these issues plague the industry, lower user's expectations and trust (General customers/B2B)
03
Ideation & Design
User Journey
Visual Design
New business, New Identity
A new branding and visual approach that allows Afresh Metal to present itself as progressive and professional for B2B users.
01 / 05
Logo Grid
02 / 05
Brand Applicatons (1)
03 / 05
Brand Applicatons (2)
04 / 05
Brand Colours
05 / 05
Brand Elements
USP content & Testimonial
Emphasis on environmental safety and its professional service, as a provider of excellent customer service, these are the keys to stand out positively in the industry.
Transparency
A calculator that shows how much customers get paid with their metal waste, building rapport and reassuring Afresh is a business focused on transparency.
01 / 03
Calculator (1)
02 / 03
Calculator (2)
03 / 03
Price List
outcome
The designs emphasis on Afresh metal as a environmentally safe, trustworthy, professional, honest company. A provider of excellent customer service. These are key differentiating points to stand out positively in the industry.
01 / 03
Homepage
02 / 03
Blog & post
03 / 03
Homepage (B)
