After years of positioning itself as the ultimate luxury dealership brand, THE COLLECTION
had developed a perception of being elitist in the local consumer mindset. The strategy was
to reposition the brand around the joy of driving and reminding the consumer of why they
fell in love with cars in the first place.


Illustrating the belief that every consumer touchpoint is an opportunity to reinforce the brand, engaging tags were created that would hang from the rearview mirror drawing the customer’s attention as they sat in the vehicle during test drives.


Static Cling labels were strategically placed on every vehicle in the showroom.
They were placed on the door right above the handle to ensure that every
customer would be exposed to the new brand personality through the “warning”.