La Centrale offers itself a new brand identity

The car classifieds site La Centrale is getting a makeover in 2024! To simplify the experience of buying and selling vehicles, the marketplace first launched a new website and a new application in the first half of the year. It also developed a 100% automatic search assistant based on artificial intelligence allowing users to search for a vehicle according to their needs in natural language.

With 8.2 million unique monthly visitors, 8,200 partners and professional resellers and 300,000 used vehicles available for sale, La Centrale hopes to “capture a younger audience while consolidating the trust of its current users”as she explains in a press release.

A new logo…

At the same time, in collaboration with the design agency Seenk, La Centrale has redesigned its visual identity with the creation of a new logo with a more modern design. Composed of a new color palette dominated by red, it was designed to boost the brand’s image.

The car classifieds site has also renewed its sound identity, “to express the trust and ease of use of its brand”This new signature – imagined by the Sixième Son agency – was also designed to make it easier for consumers to remember the company: “La Centrale is a brand that speaks to the French. The music speaks of this proximity, tells of this complicity, while adding seriousness and modernity to the brand’s personality. Simple and effective, like the rest of its brand platform, La Centrale’s sound identity has that little something extra that should make an impression and stay in people’s minds.”explains Laurent Cochini, general manager of Sixième Son.

…and a new advertising campaign

To accompany this rebranding, La Centrale and the WNP agency rolled out a new advertising campaign at the end of last year, with the aim of highlighting the needs of customers rather than the cars themselves. Under the new signature “You know someone who knows about it?this presents four portraits of customers at key life moments. “Most people buy a vehicle for what they can do with it rather than for the vehicle itself. This is the idea that underpinned our entire creative approach at WNP. Hence the initiative to focus less on the beautiful cars available on La Centrale than on the beautiful moments experienced by its customers. It was about showing that La Centrale is a brand close to its customers, that knows them and understands them.”says Benjamin Levy, vice president and managing partner of WNP.