ภาพรวม

Optimizing the graphic system to enhance marketing efforts for an automotive dealership

Overview

The project focused on revitalizing the entire graphic line and corporate elements of an automotive company, aiming to modernize and standardize its brand presence in the market. This initiative, driven by the need to strengthen brand recognition and prestige, involved a complete redesign of all visual components under the direction of the stakeholders and the marketing team. By addressing issues like poor concept management, incorrect keyword usage, and weak brand positioning, the project set new standards for the company’s branding strategy, ensuring a more modern and easily recognizable identity across different platforms.

Problem Statement

The initial analysis revealed significant issues with the brand’s graphic concepts and keyword usage, which were not aligned with effective positioning strategies. This resulted in suboptimal SEO performance and poorly applied design elements across various platforms. To modernize the brand, it became clear that a comprehensive overhaul of these components was essential to enhance the brand's competitiveness.

Poor positioning in search results and on websites, including brand and keywords, means users usually pick from the first options they see. Because the brand isn’t well-positioned, it doesn’t appear among those top options and thus fails to attract potential customers.

Goal

The stakeholders' expectations were analyzed to define the project scope. The main goal was to improve the brand’s positioning and SEO. This involved aligning key concepts and redesigning the visual identity, ensuring consistency across all designs. Next, a marketing campaign with SEM would be carried out to reposition the brand at the top and attract new customers.

Ideation

Key concepts for the brand were defined, including more accessible, more natural, and more approachable. These concepts reflect the brand’s goal to reach a wider audience by offering accessible service while staying close and transparent with customers. Natural was chosen to set the brand apart from competitors, aiming for a friendly image rather than the typical automotive look. This approach guided the development of the brand’s visual identity and messaging.

Design

The Winner Sand Wide Bold font was used as a base, adjusting the spacing and endings to create a unique typeface. The golden ratio was applied to ensure consistency in the design’s dimensions and boundaries. For the color, the original range of blues was kept, but a more pleasing tone was chosen for different formats. Finally, all other elements, such as texts and graphics, were adjusted according to the style guide.

Impact

As a result of the SEO and SEM strategies implemented during the brand launch, there was a significant increase in lead generation and a notable rise in the brand’s ranking to the top positions on search engines, surpassing competitors. The optimization of keywords improved the brand’s visibility and accessibility for users searching for vehicles for sale, leading to an immediate impact on attracting potential customers.