VEHLO
One of the most unique challenges I faced in my career was my time as a Graphic Manager/Designer at Vehlo, a holdings company that purchases and supports automotive service software. Upon completion of each company purchase, my role was to assist these smaller companies in rebranding and designing all new print and digital assets. Including new logos, brand guidelines, websites, digital marketing assets, brochures and trade show booths.
VEHLO HOLDINGS REBRAND
CREATIVE DIRECTOR / DESIGNER
The Challenge:
Most of these smaller companies did not have a creative department and I would often work directly with the owner on rebranding their company to stimulate growth and brand trust among competitors with improved visual storytelling and updated assets.
The Approach:
Vehlo owned a total of 14 brands during my employment. Each branded needed to be carefully rebranded as to not undermine it’s other holding companies. I imagined each brand as a customer profile and personality. Some brands were rebranded to cater to greasy, but passionate custom car enthusiasts, while other brands were branded as a more luxurious experience.
The Result:
Each rebrand showed increased new sales year over year, and less turnover as a more cohesive brand standard was established to increase brand trust and engagement with end users.
ShopBoss
Upon purchase of ShopBoss, I quickly discovered zero established branding guidelines, logos, colors or anything. This project was a complete overhaul of assets which included a new logo, branding, digital and print assets, and tone. The CEO was a tried and sports car enthusiast who built custom cars in his garage in his spare time. I used his personality to establish a brand that was just as excited about the automotive world as he was.
Dealerlogix
Designed to cater to a more luxurious clientele, Dealerlogix software had the right idea, with poor execution. I worked with their CEO who wanted to portray his software as the easy, and simple solution to dealerships. Using feedback, I designed a new brand guideline, website and marketing assets that stood out from the conventional competitor.
