The buying and selling of cars is traditionally a love-hate relationship: Consumers love cars but they hate buying them. Throughout the process, they feel they need to protect themselves against any major “Gotchas!” Damon Cartelli, third generation owner of Fathers & Sons, is changing changing the way people feel about buying cars.
TSM Design was hired to rebrand Fathers & Sons to reflect both the core values—which have come to define how the dealership conducts its business—and the new, bold customer-focused purchasing model. After extensive discovery with key stakeholders, TSM Design created a robust brand platform including the logo, brand narrative and creative construct, which has since been applied to print and television ads, billboards, car emblems and more.
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