Driveway Brand Photography

Driveway.com is an online auto retailer. Utilizing it’s nationwide network of auto dealerships, Driveway makes buying and selling a car online easy for people from all walks of life.

Brand Photography

I concepted and directed these photoshoots to create assets for use on marketing collateral, social media channels, and the website. The goal of these photoshoots was to depict the customer journey and to showcase not just cars, but what cars allow you to do.

Employee Profiles for Social Media

I conceived an employee profile campaign as a way to humanize the Driveway brand and bolster recruiting efforts. Various photographers were briefed on how to capture candid images of Driveway employees which were then paired with quotes and branded graphics. Our in-house motion artist animated the assets which were posted to our social media channels.

Amazon On Box Advertisement

Driveway partnered with Amazon to create branded shipping boxes during the 2021 holiday season. My concept was to turn the box into a desirable item that wouldn’t solely be seen as an ad. Recipients of the shipping box were encouraged to share creative photos on social media for a chance at winning $15,000 toward a new car on driveway.com. Over 1 million boxes were shipped to key Driveway markets between October and December of 2021.

Multi-Channel Campaigns

Driveway’s multi-channel campaigns serve to build awareness in key markets across the United States. The creative is periodically refreshed to align with seasonal or cultural events. I conceived the concept and designed campaign assets and our in-house motion designer animated them. Assets for the campaigns included out of home advertising, paid social, display assets, youtube pre-roll, and radio ads. (All animations by Mikaila Blackburn)

Driveway Illustration Library

I created the Driveway illustration assets for use in UI, Social and internal collateral. The illustrations help tell the Driveway story beyond words and photographs.

Employee Engagement

As an extension of Lithia Motors, Driveway had to build an employer brand that aligned with its staff of digital natives. I collaborated with a copywriter to update the brand values and enhance an employee recognition program. The updated values were used across office spaces and in celebrating employees on social media.

Office Mural and Intern Tote

Office Mural
Driveway’s brand direction is to not just sell cars, but sell the lifestyle that a car allows people to experience. In order to reinforce the brand direction for Driveway employees, I commissioned a mural from Greetings Tour for the office space. The mural takes inspiration from vintage postcards from highway stops. The letters that spell out “Driveway” depict moments of people enjoying their cars.

Intern Tote
A quick-turn project for intern swag can usually be looked over. Instead of just throwing a logo on a tote bag, I wanted to make interns feel welcome and valued at Driveway. The end result is a tote bag that speaks to driving culture and reinforces the Driveway brand. The tote bag design surely marked the first time seasoned employees became jealous of interns