Giving a parent an identity

When we met with the directors of some of Melbourne’s favorite automotive dealerships to talk about a unified identity for their group, they surprised us. Rather than choosing a location-based or eponymous name for the business, they wanted to buck the trend set by competitors.

We got to work developing some clever names which captured their business values and were readily available. Eventually the name ‘Driveco’ came up trumps, which kick-started our work on a new logo, positioning line and style guide for the consolidated dealerships.