Automotive

CLIENT: Mossy Automotive Group – 8 Divisions
ROLE: Lead Graphic Designer
CAMPAIGN: Drive Better For Less

CHALLENGE: Advanced Marketing Strategies is a full-service advertising agency in San Diego. I was the lead designer of the creative department whose role was to work alongside with the Executive Creative Director on campaigns as well as produce all visual media in the company. One brand that I undertook start to finish was Mossy Auto Group, a local car dealership with over 28 locations and 8 brand divisions. I had a leadership role in the re-branding assignment.

Third-tier automotive was a challenge as a young designer because some of the clients were stuck in their perception of what a car dealership should look like, and the industry around them was changing its aesthetic into a more modern-minimalistic approach. I had to evolve our brands into the modern world identity without challenging the familiar comfort zones of my clients.

Mossy Nissan was the fist brand I really dove into. My favorite campaign was the Ultimate Altima Giveaway, an interactive campaign where Mossy Nissan fans and consumers submitted answers via social media about ‘what you can get for $99.’ I felt we accomplished a strong community presence.

Sales increased by 21% over the same month in within the first month of launching the re-branding campaign. Sales continued to increase consistently by an average of 18% for the next 3 months. Traffic to the dealership increased by an average 16% over 4 months. Additionally, Mossy Nissan had its first record-breaking sales month.

Mossy BMW was one of the most precise brands to work with. I had to study their encyclopedia of identity standards and execute them very strategically. The challenge came when deadlines became a very short duration, we had to limit the number of times we revised the document with brand compliance and the client. 1000+ sales were credited to direct mail printed advertisements with variable data.