AutoXray
Brand makeover for an automotive diagnostic tool maker. Consumer research surfaced an unexpected truth — the SIMPLE brand — that drove a year-long rollout across packaging, point-of-purchase, advertising, PR, web, and product redesign, opening partnerships with Snap-On and Jiffy Lube.
← Back to all workAutoXray, a manufacturer of automotive diagnostic tools, came to us ready for a brand makeover. They wanted to do more than promote features and benefits — they wanted a closer relationship with their customers. We assumed the brand would be built on the cool functionality and cost savings. Good thing we didn't settle on our initial assumptions.
Seeing through to the end user.
AutoXray tools are used by professional mechanics and do-it-yourselfers. The new brand had to appeal to both. To identify the right messaging, we went straight to the source — we ran one-on-ones and group sessions and encouraged loyal customers to talk.
The research surprised us. It wasn't the products' extensive capabilities or their affordability that mattered most — it was their simplicity. Whether it's cell phones or kitchen appliances, no one likes struggling with complex gizmos anymore. And so the SIMPLE brand was born.
One year to simplicity.
Over a year-long rollout, the SIMPLE brand was deployed through packaging, point-of-purchase, advertising, trade shows, PR, web, and even the design of the new generation of tools.
The new brand opened the way for partnerships with much larger players including Snap-On and Jiffy Lube, and gave the company a strong platform from which to position itself for sale. A substantial offer was made and accepted.
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