Marshall Motors - Auto Repair

Marshall Motors is an auto repair garage owned by Alex, who sought a logo and brand identity that would be big and bold. Alex entrusted me with significant creative freedom, with a few key directives: the main color had to be red, the font had to be bold, and the logo needed to be tough. Embracing these guidelines, I set out to create a distinctive and powerful brand identity that would reflect the strength and reliability of Marshall Motors.

The Typography

The bold and sturdy characteristics of Avenir Bold convey a sense of strength and reliability, aligning perfectly with the robust nature of the auto repair industry. On the other hand, Avenir Roman offers a clean and modern look with its sleek lines and balanced proportions, providing a sense of professionalism and sophistication. Together, these fonts create a harmonious visual identity that communicates trustworthiness, efficiency, and expertise, essential qualities for any auto repair brand.

The Color

As mentioned by Alex, the red needed to be bold and strong. I decided to go with a red that's a bit deeper than your traditional red. The various shades of gray offer a sense of stability, professionalism, and sophistication, providing a balanced contrast to the boldness of the red.

Finally, the use of black adds depth and solidity to the overall branding, reinforcing the brand's reliability and timelessness. Together, these colors create a cohesive and impactful visual identity that resonates with both the brand's essence and its target audience.

The Assets

When I created the branded assets for Marshall Motors, including t-shirts, hoodies, and embroidered hats, the goal was to represent the business both on and off the clock. Alex, the owner, sought apparel that not only looked good but also comfortable and practical to work in. The choice of black shirts was intentional, serving a dual purpose: not only did it complement the brand's color scheme, but it also offered practicality by hiding stains and oil, ensuring the apparel remained functional for the team throughout their workday.

Additionally, Alex values word-of-mouth marketing and wanted business cards to support it. I aimed to create a design that would spark conversations and generate referrals. With his new cards, he has the opportunity to leave a lasting impression on clients, making it easy for satisfied customers to spread the word about his business.