Overview • Roadstr
Reenchanting the road.
Roadstr is a peer-to-peer car rental platform that lets people discover and rent unique cars directly from their owners, turning a simple rental into the beginning of a memorable journey.
Born from a passion for cars and the freedom of driving, Roadstr believes the road should be more than a way to get from A to B. It should inspire discovery, escape and emotion, whether behind the wheel of an everyday car, a classic or something truly exceptional.
Our mission with Sigmoon Studio was to reimagine Roadstr from the ground up. We redesigned the brand, art direction and entire website, then rebuilt the full booking experience, from search and car discovery to every step of the reservation funnel.
The goal was to create a more inspiring, intuitive and accessible experience, while bringing back a sense of magic to the road.
Buckle up. Let’s hit the road.
Research
Strategy
Branding
UX/UI Design
Funnel
Collective
Brand Strategy : Elsa
Brand : Emmanuel
UX & UI design : Emmanuel
Thanks
A big thank you to the entire Roadstr team for trusting Sigmoon with this project and letting us bring a fresh perspective to the brand. Congrats team and what a ride! 🚘🌕
“We wanted to refresh Roadstr’s identity and make booking a car simpler for our customers. The Sigmoon team understood our challenges and what we wanted to achieve. The result is more modern, clearer, and still feels like Roadstr. We’re very happy with the outcome and with what we’ve built together.”
Thomas Dal Molin
CEO, Roadstr
Art Direction • Picture the journey
What makes a car unforgettable? Sometimes, it’s not the car itself, but where it takes you.
We wanted Roadstr’s visual universe to capture that feeling. Rather than relying exclusively on traditional automotive photography, we introduced a distinctive illustration style inspired by the romance of the open road.
Iconic cars, winding roads, and picturesque French landscapes come together in a series of carefully crafted illustrations. Their pointillist treatment brings texture, character, and a timeless quality to the brand.
More than a visual signature, these illustrations tell a story. They invite visitors to imagine themselves behind the wheel, exploring new destinations and collecting memories along the way.
Because the best part of driving is everything that happens along the way.
Who said cars had to be serious? To bring a little fun into Roadstr’s visual universe, we designed a collection of playful 3D icons inspired by children’s toy cars.
With their rounded shapes, vibrant colors, and almost cartoon-like appearance, these little objects bring a refreshing contrast to the sophisticated, pointillist illustrations. Two completely different artistic styles, working together to create a brand that’s both premium and full of personality.
Because at the end of the day, no matter how old we get, cars can still make us feel like kids.
UX/UI Design • From click to keys
Roadstr offers an incredible variety of vehicles, from affordable everyday cars to rare automotive icons. But with so much choice comes a challenge: helping visitors find exactly what they’re looking for without getting lost along the way.
We redesigned the website around a simple principle: discovering and booking a car should feel effortless.
From the first search to the vehicle detail pages, we reconsidered how information is organized, how users explore the catalog, and how each interaction guides them toward the right decision.
The result is a cleaner, more intuitive experience that puts the cars front and center while making the platform easier to navigate.
Less time searching. More time driving.
Renting a car involves more decisions than you might expect. Dates, locations, availability, rental conditions, insurance, and pricing all play a role in the booking process. Our job was to turn this potentially complicated journey into something simple and reassuring.
We revisited the entire booking funnel, paying particular attention to information hierarchy, user guidance, and the moments where hesitation could turn into frustration. By simplifying interactions and making essential information easier to understand, we designed an experience that helps users move forward with confidence.
The goal wasn’t just to make booking faster. It was to make the whole process feel as enjoyable as choosing the car itself.
From dream car to driver’s seat.
A platform like Roadstr needs to accommodate an enormous variety of vehicles, content, and user journeys while maintaining a consistent experience.
To make that possible, we established a scalable design system covering the essential components of the website, from typography and colors to navigation, cards, forms, and interactive elements.
Each component was designed to strike the right balance between visual personality and functional clarity.
The result is a coherent digital language that brings consistency to the platform, simplifies future developments, and ensures that every page feels like part of the same journey.
Screenshot Figma - Roadstr Design System
