Maine Auto Service

Guiding a transition from nationally-owned franchise to local, independent business.

Midas is one of the most well-known names in auto care. So when a pair of Midas shop owners in Southern Maine decided they wanted their six local shops to become independent, they knew it’d be a risk. They’d be walking away from strong brand recognition and a large marketing machine. To make the transition smooth — and successful — they hired Visible Logic to handle their rebrand.

Maine Auto Service logo

Naming

The Midas name created immediate recognition and trust with customers. Without it, the client needed to capture customers another way, which is why we recommended a very SEO-friendly name. Because “auto service Maine” was one of the most popular search terms, we suggested renaming the business with those terms to capture valuable search traffic.

Logo

Creating a new logo came with some very practical parameters — they wanted to create a visual connection to the old Midas brand — and physical ones — as the logo needed to fit in the existing signage housing. With these criteria, we created a logo that linked the old and new brands, but still felt unique.

Printed Materials & Signage

With a new name and logo in place, we built out an entire brand identity, including a secondary blue color, graphic elements such as the road and the tagline “Your Road to Maine Value”. These components were used to create printed pieces and signage that were critical to marketing the business and showcasing the new brand. 

Maine Auto Service Business card
Maine Auto Service Brochure
Maine Auto Service Brake Eval

Website

With the company renamed to capitalize on search traffic, we had to build an effective and pleasurable web experience to convert that traffic into customers. Instead of following the industry trend of using bold visuals and aggressive, low-priced sales pitches, we opted for content that showcased the brand’s focus on quality and care. We also paid particular attention to maximizing the SEO benefits by how we created title tags, H1 tags and custom meta descriptions. On mobile, we optimized the functionality users needed most — finding locations and booking appointments.


Looking to rebrand as your business restructures?

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