Strategy, Branding, Collateral, Interactive
CARS was a pioneering philanthropic financial analysis company enjoying a nice 10 year run on grants and seed money. However, they were keenly aware that a head-to-toe rebrand was required to take their operation to the next level.
In what became one our more in-depth brand audits, we studied every aspect of the Company’s internal & external workings. During this analysis, a reoccurring theme of “confusion” quickly emerged.
So, brand clarity became our first major challenge. From visual identity to operations & infrastructure, it was time to clean house and rebuild on a proper foundation.
Step one – the name. Employees, investors, and CDFIs all universally agreed that the name was not only confusing, but a roadblock to growth (and the auto industry jokes were undoubtably getting old). For their prospects and customers, approachability is just as important as ethics and trustworthiness.
We chose “Aeris” because it’s connotation of lightness and transparency juxtaposed well with the gravitas and seriousness of the Company. It’s accessible, conveying values of integrity and accountability without having use words “integrity and accountability”.