01.
Brand identity development from a blank page
From the very beginning, UntilNow and the founders were aligned on just how significant a cognitive shift this would be for the average Australian. The task for brand was enormous. All the usual startup asks were there (catch attention, drive distinctiveness, build trust, endear quickly) but everything was turned up to the maximum. Bucking an entrenched purchase mindset and landing an unfamiliar proposition was the challenge, so we rolled up our sleeves and got to work.
We ran workshops and brainstorms designed to elicit the emotional responses we'd need to build a market leader. We needed a name that could express good intent, drive recall, and stand for something — Carma was born. We then set out to establish the visual identity, designing the logo, colours, iconography, illustrations and more. The final wordmark was inspired by classic automotive badging. Tapping into this legacy created a sense of enduring familiarity. It was then enhanced with a bright primary colour we called 'tail-light pink', and the result was a strikingly original brand. After a few years of impressive growth we doubled-down on the identity through a collaborative 'design vision' project. Our signature colours were enhanced and supplemented with a broader palette, as well as seeing the introduction of devices such as our 'sun visor' logo holder.
02.
MVP development and digital product design
Launching the MVP was going to be no small feat. We knew we needed to provide enough value and delight upfront to guide users throughout the whole journey, from browsing to purchase. From wireframes to prototypes and user testing sessions, we were intimately involved in every design stage. A very first initial version of the product was launched to just friends and family in order to test and learn as much as possible before launching the official MVP into the market in under 14 months.
A mammoth design system was created, covering a wide variety of icons, buttons, chips, hover states and much more. Custom illustrations were incorporated and designs for every breakpoint were considered deeply.
As the product matured, it grew in functionality and complexity. New features were added — financing, trade-in, comparison tools, and a 'find my car' tool — each requiring real depth across both UX and UI.
Today the Carma website boasts a wide range of market-leading features and designs including an interactive 360 gallery that showcases popular features and imperfections in detail.
03.
Brand rollout for a startup going national
In the first few years, UntilNow designed and delivered almost all merchandise and branded collateral, from uniforms and customer gift packs to sports partnership creative and livery for their delivery trucks.
As Carma built out its in-house capability, we were able to assist with larger communication challenges. The first of these was Carma's launch campaign. From platform strategy through creative and into production, we oversaw the delivery of a campaign spanning TVC, social, radio, outdoor and more.
Now with the 'design vision' project completed, refreshed assets have launched across OOH and social channels. These feature a new brand platform titled 'It's all good'. Bright, conversational, and optimistic in tone, it helps alleviate concerns while bringing an Australian sense of ease to everything Carma does.
As Carma continues to grow, we're supporting them through sports sponsorships, new market launches, and other avenues for expansion. In 2025, Carma listed on the ASX, a milestone that reflects the strength of the brand and product they've built together. Our partnership continues to deepen, with UntilNow operating as Carma's Principal Product Design Partner and Brand Agency.
