I worked with Hitch Car Rentals on a number of UX and branding projects including a revision of brand strategy based around a shift in focus from the vehicles themselves, to New Zealand as a tourist destination. Our research strongly suggested that what Hitch's customers really cared about was where they were going to go; the destination, not the vehicle. This led to a revision of much of the branding material including website, booking system UX/UI, advertising and social media videos, and yielded a great improvement on sales performance.