ECCR, Brisbane QLD

Studio Gray-Scale has been privileged to be an integral part of the store re-design process for East Coast Car Rental. We were engaged to create store concepts for their brand roll-out, with locations in every major city along the east coast of Australia.

We began with one signature site – here, we identified opportunity where their presence and visibility could be improved – by creating clear branding from street view – and ease of recognition for their customers, by utilising their bold yellow as a feature of their façade design. 

The black exterior contrasts with bright yellow, wrapping the façade & its boundary elements together. A bold visual play in the brand tagline “THERESTARTHERE”, combined with yellow directional arrows communicates a succinct brand message.  The new look façade gives ECCR a much stronger and bolder street presence - their façade is now treated as it should be – a key marketing opportunity.

Enter the ECCR reception area – with clear and concise branding continuing behind the counter – the bold yellow creates a presence behind the counter and wraps overhead. 

This colour wrapping is used on horizontal and vertical planes to demarcate the different zones, resulting in clearly defined spaces.  Including a distinct zone not only for the reception, but also the waiting area.  Here we selected low profile furniture specifically for its versatility in various spatial configurations. This eclectic mix of textures and colours also introduces visual dynamics within the space.

With the redesign for all ECCR sites – we took an existing site and redesigned it in the smartest and most economical way possible.  For the pictured Brisbane site, the existing ceiling, and glazing were retained.  New joinery was constructed and sourced for reception and waiting areas.

The resulting design solution encapsulates the experience of travel, a journey where “THERESTARTSHERE” at East Coast Car Rental, the beginning of a great road trip.