Overview
FG Rent Auto is a Milan-based car rental agency offering tailored solutions for private and business clients. The goal of this project was to design a digital storefront that showcases their full range of vehicles and promotional offers — with the clarity and structure of an e-commerce site, but without an actual checkout system. All inquiries still go directly through the team, allowing for the personalized touch they’re known for.
This was a full redesign of a previous 2022 website, reimagined from the ground up to reflect a more energetic, clean, and trustworthy brand. The new site needed to be clear, accessible, and flexible enough to scale as the business evolves.
Design approach
We wanted the visual identity to feel dynamic and confident. Inspired by the energy of car rentals and the excitement of mobility, the design uses strong primary colors (red and yellow), bold typography, and crisp layouts. The tone is welcoming and empowering — because everyone deserves a car that suits their needs, whether it’s for a few months or a few years.
The layout is straightforward and conversion-focused, with product cards that echo e-commerce functionality, guiding users through a smooth decision-making process.
Challenges and Highlights
FG Rent didn’t have a centralized product database when we began. Offers and pricing were constantly evolving. Building the site meant also helping the client define and organize their inventory over several months — a slow but rewarding process that laid the foundation for a clear and scalable structure.
The most technically complex piece? The modular pricing system. Each car’s cost changes based on several variables: private or business customer, contract length (12 or 24, 36 or 48 months), kilometers included, and whether or not there’s an upfront payment. The interface makes this complexity transparent, letting users easily compare options and find the best deal for their situation.
A Personal Side Note
I’ll be honest — before this project, my knowledge of cars started and ended with “four wheels and a steering wheel.” As a certified car-neutral human, I had no idea what a mild hybrid was, thought “plug-in” only applied to kitchen appliances, and believed “anticipo” might be a pasta shape.
Suddenly, I found myself decoding spec sheets, comparing horsepower, and figuring out how tire size affects monthly leasing rates. I went from “they all look the same” to pointing at random vehicles and saying things like, “Nice a (brand and name of the car here), probably a 4-wheel-drive, super smooth!”
Turns out, building car rental websites is a lot like driving: you might stall at first, but once you learn the gears, it’s a fun ride.
Highlights and what I am proud of
The final result is a modern, flexible platform that brings clarity to a complex offering. The site is fast, structured, and perfectly tuned to FG Rent’s audience. The modular pricing system is intuitive and reliable, and the client was thrilled with how it all came together.
Even before the promotional campaign launched on social media, the website showed encouraging signs of traction:
- 425 total sessions and 258 unique users in just 30 days, according to Microsoft Clarity.
This indicates solid interest and engagement from organic or direct traffic alone. - ~20% returning visitors — a great indicator that users are finding value and coming back to explore more.
- 150+ visits to the Google Business Profile, showing strong local visibility and good optimization for search.
These numbers are especially promising considering that no paid ads or social media promotions had been activated yet. With the full marketing rollout still to come, the potential for traffic and conversions is even higher.
This is the kind of project I love — where I get to step into a completely new industry, learn how it works, and build something that helps people make informed choices.
TL;DR
- Rebranding and redesign of a Milan-based car rental site
- Brand new logo and visual identity
- New identity with bold colors, energetic visuals, and intuitive layout
- Dynamic pricing system tailored for businesses and individuals, medium and long-term
- SEO and copywriting to reflect clarity, trust, and ease of access
- Fully optimized for lead generation
- Ongoing collaboration to define the structure of the product archive
- Built to scale, can be transformed into a full e-commerce
- Delivered with client training and full handoff for long-term management
The Result
A flexible, high-performance site that brings FG Rent Auto’s offering to life online, helping users navigate pricing and promotions with ease — whether they’re looking for their next long-term rental or just trying to figure out what is a car rental is and how it works.