For his mark, he asked for a bespoke signature. This was an appropriate recommendation, since his audience craves a personal, authentic relationship to their skilled servicemen. The brand would have to distinguish itself from the simple, friendly, common-folk design you get from auto-shops, tow truck, car washes, etc., and signify something more unattainable, slightly bizarre, and thrilling—for what higher reason does one make such a purchase?

His service needs to cater at its best to his group, which are higher-end sports cars and sport utility vehicles. He wants to sell them on the ceramic coating, which serves as a major grace to maintaining the vehicles’ outer condition, and looks just immaculate when finished. It also has to be up-kept, with monthly servicing required. To communicate not only attractiveness but also trustworthiness to this exotic community takes a special kind of branding.

Revert’s distinctive communication assets (Logo, type, color, and tapered brackets) share the plasticity and erudition of its owner, making it especially suited for his target audience; the elite auto-junkie. The colors may signify racing audacity, and the spacing brackets may evoke a sense of speed.

The brands’ primary typeface, Template Gothic, was designed to signify DIY, and its layout on business cards, shirts, and the owners work vehicle, extend the concept into all touch points. Though it is an uncanny face with a slim history of proprietary use, Template’s resurrection is a striking, yet confident pick for the identity system.

The owner recently had a promotion video made with a cinematographer & musician. Without needing my consultancy, they put together a crisp, charming display of his service. It features his animated logo—the title draws itself out and the subtitle bleeds in. I finished it with a bit of grain and jitter to signify the specialized chemical materials involved in the detailing process.

The truck may have been the final blow to nailing in his brand to the minds of curious prospects. One thing I decided about doing the truck graphics was that, like the brand it couldn’t suffice look like any other mobile service vehicle—it had to stand out on the road as something as attractive and exclusive as the service. These assets solidify then as more than mere service communication attire.

I also gave direction on how his website should look. Prior to putting it together, he had been able to use a skewed Template Gothic in all of his typographic communication. I suggested Garamond for its crafted appeal and almost
audacious feel.

Probably one of my favorite segments to work on. One of my best friends actually got to apply the designs since he works with our cities most trusted print shops.