03 / Work
To help AAIA tell a story big enough to capture the totality of their impact, we positioned the association and the industry it represents as the champions of consumer choice. Building on the powerful idea of choice, GMMB developed a new name, logo, tagline, visual identity, and tone of voice that brings the Association’s brand to life and delivers a bolder, clearer, and more unified story.
The brand platform creates a voice for the Association and the industry. Working with the insights from members and consumers, we renamed AAIA as the Auto Care Association. The name avoids “aftermarket” and uses the comprehensive word “care” that resonates with consumers. The tagline communicates what drives Auto Care as an industry, and what they represent for consumers: a driving force for independence. The story describes what the industry does and why it matters. The tone is straightforward, informal, and based on core values.
The logo reflects what research told us: broad appeal means presenting a consumer-friendly style—open, approachable, and clean. Our typography and family of icons were consumer-friendly and created continuity and clarity across Auto Care’s broad array of touch points, and our photography conveys Auto Care’s spirit of independence and innovation.