How a New Brand Helped Pull Three Separate Companies into One

When three independent, family-owned International truck dealers located across the Midwest decided to merge, creating a single company, they needed a new brand that would bring them all together. Lessing-Flynn developed a powerful name and logo that could serve initially as an umbrella brand for the new company and a parent brand for the individual dealerships, with the idea that it could ultimately become the primary brand for the company and each dealership location. Even more importantly, LF helped develop brand guidelines and messaging that served to tie together the history of the individual companies, the story of the new company and create a consistent and bold brand identity that could easily remain consistent across operations at all locations. In the end, the new brand, brand story and key messaging helped sell the merger to Navistar International, the primary OEM for the dealerships and also helped create excitement among employees and customers.

Services

  • Strategic planning
  • Key messaging development
  • Brand development
  • Creative design
  • Copywriting and editing
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