THE MISSION
AutoSpot is a long-standing automotive business based in Cape Town, South Africa, operating since the 1980s. In 2023, the company came under new ownership, and I was brought in to lead a full branding and marketing overhaul.
The project covered two core areas:
Complete Rebrand
- New logo, colours, and visual identity
- Refreshed strategy and online presence
Lead Generation System
- PPC campaigns
- Dedicated landing pages
- Full website overhaul
- CRM Integration
- Etc.
TOTAL BRAND OVERHAUL
[ Let's Start With The Logo ]
AutoSpot’s previous identity, a yellow colour scheme with a custom text logo , had remained unchanged for decades. Combined with years of brand and business neglect under previous ownership, the brand had lost community trust and needed a fresh start.
The goal was simple: Signal to the market that this is a new AutoSpot, with new owners and a new look.
What changed:
- Visual Identity — Moved away from the outdated yellow branding entirely
- Logo — The new owner had an existing logo concept, which we professionally vectorized for scalable use across all platforms
ACROSS THE BOARD IMPLEMENTATION
The new branding was rolled out consistently across all platforms and touchpoints.
Platforms updated:
- Google Business Profile
- Brand new website
Design direction:
- Clean and modern aesthetic throughout
EVERYTHING IS CONTENT
- Top of Funnel (TOFU): This targeted a broader audience and consisted of more entertaining skits and introductory content. At this stage, the customer doesn’t know the brand yet, so the goal is to introduce the brand without selling something directly.
- Middle of Funnel (MOFU): This content was more educational. At this stage, the customer knows who the brand is and what it stands for, but they still need more information before committing to a purchase.
- Bottom of Funnel (BOFU): This was direct sales content showcasing products and features. At this stage, the consumer is ready to buy and has already made the decision to purchase in their mind, so the job of the video is to ensure they pick this brand.
Lead Generation
( Over 12 Months )
( Over 12 Months )
( Over 12 Months )
( Over 12 Months )
Give me a call...
[ I am open to short term and long term projects. 🙂 ]
Tel – [+27] 076 2011 738
E-Mail – Estefan@esandco.co.za