wild west auto sales
Checkpoint Auto came to use looking for a total rebranding. The used car and auto body shop located in Steamboat Springs, Colorado had recently been bought and wanted to shed its old reputation and start fresh. We sat down with them and discussed their goals and ideas about how they wanted to be seen in the community because having a good reputation is essential in the automobile industry. We focused on three main points: friendly service, reliable cars, and fair prices. The problem is that this is what every auto shop is selling. How were we going to make them stand out from the competition?
The Solution – The friendly service thing was going to have to come in both time and in practice, but the other two we could work with. “Reliable cars” has a different meaning in Colorado where weather conditions can be extream. We would promote the brand as only selling cars that won’t quit on you even when the weather is at it’s meanest. “Fair prices” is about the customer not feeling like they are getting ripped off. We narrowed the price margin for the cars they sell so each was similarly priced and with the “reliable guarantee,” they were all fair prices.
The Brand – We settled on Wild West Auto Sales for a name, as it fits with the Steamboat Springs “wild west” theme. We created a logo and marketing materials to go along with that idea and designed a modern website that seamlessly connects their in-store inventory to the cars shown on their site.