Advance Auto Parts

Advance Auto Parts realized their store employees were spending more time with the occasional guest, assisting in simple yet time-consuming car services than with their long-term, repeat customers. To help strengthen their relationships with the repeat customer, we redesigned their brand to speak to them directly, with honesty, and free of BS. The design system relies on as few elements as possible to cut through the clutter and photography that reflects it.

Role: Art Direction, Branding, Digital, Experiential, Identity, Out-of-Home, Print, Social, Video / Film