We were recently commissioned by Eric Stead Garages ltd, to give their brand a complete overhaul. Established in 1967 in Hillsborough, by the late Eric Stead, the company is steeped in history, reputation and tradition. 3rd generation (grandson) and former speedway champion, Simon Stead said ‘it was time to invest in our brand, we’ve been around for over 50 years and wanted to something to modernise our name. Our brief was simple, to bring the Eric Stead name into the 21st century but retain the tradition and good name that My grandad built’.
Many see a rebrand as an update to a font, or modification of logotype - which often it is. However we went one step further and included a complete colour change of the dealership, inside and out. Managing Director, Trevor Stead commented ‘I only went on holiday for a few days and when I came back, my office was a different colour, I love it!’
Having worked with Prototype throughout his successful speedway career, Simon added ‘I knew these were the guys for the job. I wanted to create an impact without tarnishing my Grandad’s good name and upsetting my family. They really hit the mark and we are all delighted with the result, we feel that the new look Eric Stead not only appeals to the customers we’ve had for years, but really reaches out to new drivers and the younger generation’.
As part of the project, we took Eric’s signature that was on the wing of an old mini and made it the focal point of the campaign, literally embedding his name into the brand.
Included in the rebrand we updated all the dealership signs, flags, fence panels and even parking bays around the forecourt to give it the slick look and feel that Simon wanted. We partnered up with Taylor made Signs of Cundy Cross to deliver on the sign refit. Owner, James Taylor said ‘the project was a good one for us, precise project management from Gav and the team at Prototype Creative meant that we had time built in to execute this perfectly, it is because of the size of this project that we now manufacture our own tray signs in-house. The outcome was astonishing. One of the best projects we’ve done and something we are very proud of’.
All salesmen received new stationery bundles, email signatures, window stickers and key fobs to help further promote the brand across its wide customer base and into the next generation of Stead’s.