Sun Day and Enlisted joined forces to develop a new car wash with a cohesive consumer brand and a truly unique user experience to amplify Sun Day's visibility as a new industry leader. This project was especially important because our work directly impacted the viability and success of this startup in terms of investment potential and proof of concept.
Enlisted was tasked with disrupting the $15B car wash industry by redesigning the modern car wash and transforming this commodity into something special. As a startup, Sun Day had lots of moving targets. Our goal was to develop a differentiated-yet-cohesive consumer brand experience fit for category leadership and scalability on a national level.
Our strategy team began with a robust strategic definition phase rooted in data-backed analysis to understand the current car culture and car wash industry in the United States. Reframing a user's experience from a necessary chore to a voluntary, delightful event meant that our team needed to understand a user's emotive grounding along the entire user journey—strengthening the moments that encouraged feelings of accomplishment and pride, and solving for pain points that detracted from these attributes.
Furthermore, each Sun Day location will be designed and branded to reflect and support the communities in which it resides—think school sports team fundraisers, a family destination, or simply a safe and sunny place to gather. Sun Day successfully launched its first proof of concept model in San Luis Obispo, California in November 2022, with plans to scale nationally in the coming months.
Through a strong client relationship, collaboration, and risk-tolerant design, Enlisted delivered a brand experience beyond Sun Day's expectations and unlocked a new reality for the car wash industry. Sun Day aims to be the first car wash brand to center around the users' needs by providing a memorable occasion that isn't simply transactional.