Damon Cartelli, third generation owner of Fathers & Sons, has been changing the way people feel about buying cars. TSM Design was hired to rebrand Fathers & Sons to reflect both the core values 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.