Archive for June, 2010

Revved-Up Identity: Sierra Motors Identity

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Sierra Motors sells and finances vehicles for customers with challenged or no credit. What makes Sierra Motors stand apart is their ability to provide the necessary financing quickly. They wanted to appear less like your local corner financing car lot and more like a polished, professional financing company to compete with larger national chains.


Visual Speed
Sierra Motors was already using red and black with black and white checkers. We wanted to create a more unique corporate logo and a more cohesive brand. Since Sierra Motors provides such speedy transactions and financing, a speedway theme was the logical choice. The iconic black and white checkered flag was incorporated into the new logo, as well as bold red and warm yellow italicized type reminiscent of the numbers you see on the side of race cars.


Swift Messaging
To have genuinely cohesive branding, identity must also carry into writing. Since the name Sierra Motors doesn’t directly communicate the product to customers, a new tagline, “Financing You to the Finish Line”, was developed to tie the core service offering in with the speedway theme. This tagline also speaks to the credit challenged, portraying the need for financing in a positive manner.
The Race Goes On
We didn’t stop there – ROBOT continues to work on revving up the Sierra Motors brand. We are developing a number of visual products to be used in their locations, such as finish lines and speedway graphics. We also remain focused on their written identity, (think winner’s circle and pit crew passes). Keep an eye out for a new and improved Sierra Motors location near you!

Love to Swim and Tumble School Rebranded

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Love to Swim and Tumble School already had a ton of professional materials, as well as a mix of items created in-house, in circulation but their brand was inconsistent. Although the materials were professional and functional, something was missing. Their brand was not carried throughout all collateral. Some materials still had an older version of their logo and the color schemes varied widely.


We immediately decided that playing up the “love” from their name was the direction to take. (Once we learned that owner and founder Mary Reilly-Magee’s birthday is on Valentine’s Day, there was no turning back.) The possibilities for incorporating “love” and the heart from their logo in other ways were endless:

  • We transformed their monthly newsletter into the “Heartbeat”
  • Notes of appreciation for the coaches became “Love Notes”
  • The referral program is now “Share the Love”
  • Loyalty money became “Love Bucks”


To ensure their new branding is used consistently, style guidelines were created for color schemes, backgrounds, photos, fonts and illustrations, and we created templates for in-house documenting printing and emails.
The branding process for this client is now lovingly referred to as “Loving it Up”, and we’re only getting started. Look for a new brochure and other materials in the near future!