Rebrand Us • Word Mark • Auto • Vehicle Health • Digital Tech • Family Service • Pickering's Auto

Pickering's Auto Service

*PICKERING'S AUTO*
Pickering's Auto Service is a 5th Generation, Family Owned & Operated full service Automotive Repair Shop in Colorado. Our two locations provide convenient health solutions for domestic, asian & limited european vehicles of most all makes & models. Our team handles everything from oil services to electrical & computer testing to engine repair. Pickering's workmanship & stewardship help maximize vehicle health to keep our drivers lives in motion.

*TARGET AUDIENCE*
Our target audience is 45-52 years old, with an income of ~$175,000 - $180,000, home value of ~$300,000-$350,000. Discretionary Income of $6,500. These home owners have lived in their residence for 11+ years, 90% have kids with at least one present, are highly educated with reputable career roles. They drive exotic & luxury SUVs & sport vehicles such as Lexus & Mercedes, 2009 or newer.

They enjoy fitness & outdoor recreation, fine wines & gourmet foods, home improvements, computers, photography, traveling, charity, donating & fundraising, financial investing & are pet owners (dogs).

They are typically women, who trust our recommendations, & are preventative maintenance minded. Value safety & quality. Desire reliable transportation & efficient service times. Expect quality service, educated recommendations & thorough communication. They visit us 3 times per year & spend ~$2,000 with us annually.

*PICKERING'S AUTO CONTINUED*
Pickering's was founded on the belief that vehicles are possibility. Vehicles are always moving, enabling our experiences & journey. Our goal is to help drivers feel free to accomplish greater possibility by maintaining vehicle value & maximize vehicle health to keep life in motion.

The 5th generation is just getting started.

Transportation is on the cusp of a new era, driven by digital technology. From driverless cars to vehicle to vehicle communication, our wold is rapidly being transformed by the power of technology.

Pickering's is here, driving the future of vehicle health, service & technology so our drivers are free to experience there optimal life in motion.

Cyan is our current color, not at all devoted to it. Looking to incorporate a color palette that represents the digital technology landscape. Modern, contemporary & clean. We were torn between Light & Dark Neutrals. Thanks!

*BACKGROUND*
The 5th generation of Pickering's, my two brothers & I, are going through a succession, purchasing the business from our father. We are currently modeled as a 1950's repair shop & our current customer base is comprised of baby boomers.

We're looking to retarget & rebrand to a more modern & contemporary aesthetic as well as a younger gen x & millennial market demographic.

With three diverse tastes & opinions, we've collectively decided on a strategy of how best to accomplish our rebrand but have yet to see a visual identity that embodies our vision. We look forward to seeing what you come up with!

*LOGO*
*We'd like our new logo design to focus more on a Word Mark.
*Original Form of Lettering, Calligraphy & Typography (Digital or Hand).
*Could Be One or A Combo of Sans, Sans Serif & Script etc.

We're looking for a word mark that is clean, modern & contemporary, with an aesthetic that emits vehicle health, digital technology & family service to embrace our values, speaks relevance to our target market & encompasses our rebrand vision.

Our brand strategy & vision focuses on Health, Digital & Family.
Vehicle Health - Maintaining vehicle value & maximizing vehicle health by providing dependable vehicle health solutions.
Digital Technology - Vehicles are being rapidly transformed by the power of digital technology & consist primarily of computerized & electrical components.
Family Service - We don't fix cars, we build relationships. We genuinely take an interest in our customers, get to know them, listen to there needs, treat them like family, help educate them on the condition of there vehicle & guide them through vehicle health solutions to maintain the value of there vehicles & assist in helping them make the best decision for them & there vehicle.

No blatant wrenches, car parts, tires etc. please. Thanks!