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In its 75 years of innovation, Bob and Mike Kirkman recognized that the company needed to improve its online presence. Their web developer recommended that they start by updating their brand identity: from clearly defining their target market, differentiating value, and a message that would relate to their customers. The name “Kirk’s Automotive” caused confusion as people assumed they serviced cars. Their services had expanded to multiple markets and they needed to communicate their value proposition and position the company for growth with clarity and impact.
KIRKS
Brand Development
Logo Design
Marketing Materials
Transportation
The leadership team hired Identity Creative to develop a new brand identity and brand strategy. Changing the name to “KIRKS” with a strong, fresh logo and a clear descriptor, “Transit | Fleet | Equipment” provides instant clarity to attract customers. The brand architecture was created to easily explain the variety of services and products, and creating the “KIRKS Approved Equal” program provides prospective customers with the confidence they need to purchase from KIRKS.
By clarifying and creating a strong brand identity, KIRKS is successfully positioned for growth as a national leader in the fleet and transit industries. The company continues to see growth by expanding marketing initiatives, including a robust website, email marketing, dynamic trade show exhibit, online webinars, videos, and a growing sales team.
The leadership team dove into a series of workshops with Identity Creative to define the abstract pieces of their brand. Through the workshops they covered some serious ground.
KIRKS needed a way to quickly help customers understand the variety of available products and services, including proprietary manufactured and refurbished parts, in-house manufacturing services, training, tooling, and access to NAPA and OEM National Distribution Networks.
KIRKS needed a way to quickly help customers understand the variety of available products and services, including proprietary manufactured and refurbished parts, in-house manufacturing services, training, tooling, and access to NAPA and OEM National Distribution Networks.
KIRKS needed a way to quickly help customers understand the variety of available products and services, including proprietary manufactured and refurbished parts, in-house manufacturing services, training, tooling, and access to NAPA and OEM National Distribution Networks.
The secret sauce, KIRKS Approved Equal is a key differentiator. They needed a way to give customers confidence that the parts they received, whether manufactured or refurbished in-house or sourced from other suppliers, met KIRKS’ strict standards of reliable quality.
KIRKS’ Approved Equal™ Seal of Certified Quality removes the risk of purchasing repaired or non-OEM level parts. KIRKS delivers remanufactured and specially engineered parts that fleet maintenance professionals rely on to keep things running.
A rebranding launch will require updating internal documents like email signatures, digital stationery, and invoices as well as brochures and specialty designs like tradeshow signage.
Let Identity Creative help you enter the 21st century with a stunning brand that will capture and keep you customer’s attention.
