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case study

Northwest Motorsport

Northwest Motorsport started in 2009 as a small used car lot and has quickly become the largest independent car dealership in America, “Trucks, Trucks and More Trucks”. With over 20 different logos, 12 different brand colors and 6 different fonts, NWMS was suffering from a highly diluted brand as well as conflicting messaging strategies. Hero Creative was tasked with creating a new brand identity, company positioning strategy and redesigning the website user experience and interface.


brandingphotographyvideoweb design
rendered screens showing design assets, logos, colors and more

Hero performed a large-scale brand discovery including six different focus groups to represent all angles, internal surveys and employee interviews. New buyer personas were developed which facilitated our creative direction analysis that resulted in a completed brand overhaul. Hero delivered a new logo and icon with a brand guidelines document, signage, business cards, email signatures, license plate covers and inserts, hitch covers, lot flags and a-frames, patterns, fonts, photography and a new TV ad. We were also tasked with a full website redesign as well as user experience discovery, testing and implementation.

NWMS poster
Poster mockup for Northwest Motorsport

Northwest Motorsport was delivered a highly recognizable and distinct brand identity package that resulted in a signature look and feel. Brand dilution has been completely resolved and the messaging was realigned, which has allowed this company to achieve record breaking sales in addition to further expansion.

Business cards laid out showing design
Northwest Motorsport Logo rendered on a black background
Northwest Motorsport Logo rendered on a baseball cap