We conducted in-person interviews of Baxter and Performance executive team members, dealership general managers, sales staff, and service managers to get a clear picture of what makes Baxter truly unique. Combined with in-depth research, we used that knowledge to crystalize the written brand of Baxter, including a brand story, an elevator speech, and a tagline.
For the visual brand, we crafted a Baxter logo that simultaneously captures both the company’s progressive / forward-thinking and friendly / approachable attributes. The rounded corners and use of both upper- and lowercase letters make it human and accessible, while the forward slant and sans-serif letterforms make it modern and dynamic. The warm red used as the primary corporate color also conveys the combination of action and warmth.
We also helped Baxter reimagine what print ad placements and other media could look like: clean, crisp, and sophisticated.
Under a single name and a cohesive identity, Baxter has become an instantly recognizable brand in Nebraska. With their new higher profile, they can stay true to their honest and neighborly brand, and avoid the gimmicky tactics of stereotypical car dealers.