Automobile and Restoration
Brand Strategy, Brand Architecture, Visual Identity, Verbal Identity, Research, Employer Brand, Culture Strategy, Physical Environments, Digital Experience
Dale Car Restoration Shop stands out as a unique workshop specializing in the meticulous restoration and care of collector cars. Founded by the seasoned mechanic Dale Jones, who later entrusted the business to his son Jay, it has transformed into a vibrant hub for car enthusiasts in the local community. Gathering monthly, these enthusiasts host exhibitions within the workshop, showcasing their cherished vehicles. It’s more than just a place to restore cars—it’s a thriving community.
Seeking to capture the essence of the workshop while infusing it with a modern yet professional touch, Jay reached out to me to lead a rebranding effort. My task was to create a fresh image for Dale Car Restoration, complete with a responsive logo and a brand book outlining usage guidelines.
Jay has assembled a team of dedicated and dynamic young professionals who uphold the high standards and professionalism that have been the hallmark of the business since its inception in the seventies. While honoring his father’s legacy, Jay remains committed to keeping the workshop relevant and contemporary. Embracing social media, the workshop has fostered a strong online presence under Jay’s leadership. He actively engages with a large community of car collectors and DIY enthusiasts, offering support and forging collaborations.
Our first step was to define Dale Car Restoration’s brand position, establishing it as a professional workshop with a rich history and a respected name. This approach positions Dale Car Restoration as more than just a “garage”—it’s a place that recognizes the significance of each vehicle that comes through its doors and understands that restoring a car is a deeply personal endeavor for its customers.
Today, Dale Car Restoration wholeheartedly embraces this narrative across all its communication and brand initiatives, embodying the workshop’s dedication to excellence and community
