Speeders car wash

Branding | Website | Illustration | Signage

Building a unique car wash brand in a highly competitive market is no small feat. Rising to the challenge requires structure, planning, and a strong process to keep everything moving on schedule. I’m thrilled to share this brand update and dig into the process. Let’s go.

To be begin, market analysis and user research painted a very clear picture of where the current brand was struggling, and where we could leverage the things that were working well.

I established clear brand pillars (values) to help guide all of us towards a creative solution that would gain buy-in from all stakeholders (of which there were quite a few).

First, leverage the comfort of iconic household brand.

Second, utilize strong type, simple colors, and an iconic style.

And third, efficiency with a smile - friendly, fast, clean.

The Speeders mascot, “Russ” brings a ton of personality and warmth to the brand identity; positioning it as not only a racing inspired car wash, but one that isn't just for hot rods and classic cars, creating a fun exciting experience for everyone.

Russ welcomes families and kids to take part in the brand.