was founded last year but has now taken its website to beta stage, with Figtree behind its brand strategy, including coming up with the name and creating a brand strapline, "finding the right car for you".
Figtree was appointed to work on the brief in May last year.
The name Carmony is meant to represent how the company presents a harmonious online car-buying experience compared with other websites.
It is aimed at families who are in the market for a used car.
The brand is also positioned to make it stand out, take the risk out of buying a used car by only listing approved dealers, and by providing better, more intuitive search tools.
The visual branding is based on road signs, which Figtree chose because of their ability to convey information quickly and clearly.
Simon Myers, managing director of Figtree, said: "Our aim was to develop a brand personality that made Carmony stand out in the car market while making the online buying experience as easy as possible.
"To do this we avoided all car industry jargon and spoke to people in a simple and friendly way. Visually we subverted the language of road signs to point people in the right direction, while having fun with the messages they conveyed."
The full version of the website is due to go live later this month.