Brand Design Strategy
From the get-go ATP Exodus was a big player and a market leader for commercial vehicle accessories and spare parts, with a network of over 30 branches, a turnover of almost 100 million euros in 2016 and a team of over 800 employees. Being in a continuous evolving market, ATP needed to show more courage and be at least a step ahead of its competitors.
Our client decided to build his own brand of spare parts. This was not an easy decision because in this business you either make it big or don't count. People and employees trusted the ATP dealership brand, but now we had to redirect their trust in a new brand and its products which were competing with the well-known Textar, Wabco, Sachs, Hengst, Knorr-Bremse, etc.
We needed to build trust. In order to do this, we decided to split the “mother ship” - ATP EXODUS - in 3 different divisions:
dealership of spare parts
official logistics and transportation branch
certified auto service and dealership for Mercedes-Benz, Opel, Man, Suzuki, Mazda, Iveco.
A new logo and a complete identity for the new brand architecture followed. We created a packaging series with a bold attitude for ATP’s products in order to underline its respect for reliable and trustworthy spare parts. Moreover, we made a movie clip inside the factories that produce ATP parts to make sure employees and customers see the exact process on how this spare parts are made, packed and delivered to ATP’s network.
Trust is a very important feature in the automotive business because when employees trust your brand and your products, trust transcends to their customers.