Principle Automotive
Automotive Brand Refresh | Website Redesign & Video Production
Client background
Principle Automotive is a San Antonio-based automotive group with BMW, Volvo, Toyota, MINI, Hyundai, Karma and Volkswagen dealerships across Texas and Tennessee. After restructuring as a standalone brand, they came to Robot Creative to establish a clear visual separation from their former brand and build an identity that reflected their female CEO, community investment and philanthropic culture.
Automotive dealership branding & identity
ROBOT opened with a leadership strategy session to audit existing brand standards and identify what to keep, retire and build new. From there, ROBOT developed a refreshed identity built around three pillars: the CEO’s profile as a woman leading in the automotive industry, the group’s community programs and a visual system built to scale. New sub-brand logos were created for Principle in Action and Principle Collision, and the brand standards document was fully redesigned.
Dealership website redesign
Working within the constraints of the dealer.com dealership website platform, ROBOT redesigned the homepage and expanded multiple pages within the site to add more SEO/GEO value. These enhancements help to set them apart from their former dealership brand and other dealerships in their market areas by highlighting the company’s mission, vision and values, including pages for the Principle Promise, Principle in Motion, Principle in Action and the long family history that the CEO had in the automotive industry.
Automotive video production
Alongside the brand and website work, ROBOT executed multi-location video shoots across Principle Automotive’s dealerships. The production captured the new brand environment at each store, employee testimonials, customer stories and a showcase of their service and body shop facilities. The resulting video library is built for deployment across social media and the updated website, giving the brand a consistent, high-production visual voice that text and photography alone cannot deliver.
Results
The refreshed brand was well-received by the leadership team and CEO, creating an immediate visual distinction from their previous brand and other dealerships. The new identity introduced a focused brand communication system centered on the CEO’s thought leadership and community programs, with a visual presence designed to scale as Principle Automotive continues to expand its portfolio.
