Client: USAuto Sales
Rebrand: Succesful Ownership Starts With US
Role: Graphic Design, Concept Creation, Copy Writing, Website Design, Market Research
Objective
To transform USAuto Sales from a local, subprime dealership into a professional, nationally recognized brand with ethical values and transparent practices, countering industry stereotypes of unethical operations and poor-quality vehicles.
Approach
Conducted comprehensive market research using surveys, focus groups, and competitive analysis to understand customer perceptions and industry credibility. This groundwork was essential in designing a brand that customers could trust and see as a partner in their car buying journey.
Key Findings
The research highlighted widespread industry credibility issues and a strong customer demand for transparency. This insight guided the creation of a more polished and trustworthy brand image.
Brand Redesign
Updated the visual identity to convey professionalism and reliability. The logo was refined to remove drop shadows and simplify design, maintaining a color palette of palatable red, white, and blue. A confusing secondary logo was removed to ensure brand consistency.
Brand Messaging
Introduced impactful taglines such as “Respect, it comes standard on every vehicle” and “Successful ownership starts with us.” The main brand promise included seven customer-focused commitments, solidified by a 'promise contract' signed at the point of sale, reinforcing trust and partnership.
Marketing Strategy
Utilized a multi-channel approach including social media platforms like Facebook, Instagram, and YouTube, along with traditional channels such as radio and OTT. This strategy ensured a broad and effective reach.
The rebranding led to an immediate 17% increase in sales and significant expansion, growing from 12 to 35 stores across the southeast. The brand refresh also significantly improved Google search rankings and organic traffic, along with a noticeable boost in social media engagement and customer testimonials highlighting the positive impact.
Tools Used
Adobe Illustrator for graphic designs and Final Cut Pro for video editing, ensuring high-quality visual and multimedia content.
Timeline
The comprehensive rebranding process was executed over a six-month period, involving continuous feedback and testing to refine the brand elements.
Reflections
This project not only redefined USAuto Sales but also honed my skills in A/B testing, graphic design, copywriting, and strategic marketing, confirming my ability to manage large-scale rebranding initiatives effectively.
