Axio Automotive
Client
Axio Automotive
Role
Creative Director, Art Direction, Account Management
Location
Herriman, Utah
Type of Project
Rebrand, Design Strategy, Creative Direction
Axio was formed by a former GM in the auto industry wanting to start his own dealership. This brand was to focus on the client first and be applicable to a large demographic to fit any type of dealership. This client trusted our branding process, though he did say "I don't know this stuff, I'm not a creative. I trust you." I liked the trust but I also wanted to make sure he cared about this brand....(see summary below)
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*Note - a few of the creative rebrand process steps are shown below
Strategy Research
One of the first steps is to go into research mode. This is where we look into consumer data, personas, design challenges, competition/industry, brand voice and this case; we research names for the new company.
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It was important to have this research done. Once this is presented to the client, we get final input and then start with the creative work. The strategy research steps become our 'Northstar' as we create anything.
Stylescapes
One of the key steps of this process is the creation of stylescapes. A stylescape is a collection of images, textures and typography curated in order to communicate a look and feel. I like to call them, mood boards on steroids. This step alone sets the tone for the whole rebrand overhaul and propels the creative work in the right direction, while having input from the client.
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At times, up to three separate stylescapes can be created. Three very different directions that all fall within the guidelines of the strategy research step. The goal is to have the client pick one of the 'doors' presented and then the team can 'walk through that door' and create the brand identity.
Final Logo and Styleguide
Summary
After going through all steps of the process we were able to deliver a ready-to-go brand with all the assets necessary. Throughout the process, the client became more and more involved and opinionated (in a helpful way) and at the end of the day...bought in. He want from just 'trusting' us to getting emotional in one of our last meetings and telling us that he did not realize how much he cared about the project and was grateful that we kept him involved.