Fox Delivers
Branding Design
Fox Delivers is a program created by the Fox Motors Group to promote the mobile delivery options when purchasing a new vehicle.
The main competitors of dealerships are the online services, such as Carvana, that claim to be drastically different in service than your average automotive dealer. Services such as delivering your vehicle to you has been available to Fox customers for years, but in order to stay relevant Fox began looking for ways to promote the messaging that they provide this service too!
This promotion started with a request for graphics to post to social media, but later was scaled to other digital and print pieces as well. The initial design options below show that social graphics were the primary focus when first exploring this message for Fox customers.
Initial Design Options
The Winning Choice.
Though many of the options presented were enjoyed as social media graphics, the majority of the options didn’t offer a logo-like element that could be pulled and applied to other printed and digital items. For that reason, the following design was chosen:
Simplified Logo Options.
As this newly established Fox Delivers branding began to be scaled beyond the use on social media, it was discovered that Fox needed more simplified versions.
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Condensed Version
In many instances, applying a long-thin logo to a graphic is not ideal, so a stacked, condensed version was created. This allowed the tagline text to be more legible in smaller display sizes.
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Simplified Text
As the Fox Delivers logo was used in ads, if often made the most sense to separate the “Home or Office. We come to you!” tagline for proper emphasis and balance.
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Single Color
As with any logo, it often helpful to have a single color version for use when colors are limited. The fill of the circle was removed to allow the text to read correctly in these condensed versions.
See “Fox Delivers” In Action
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Print Ads
Fox Motors utilized print ads in select regions to inform customers of the benefits of buying through Fox vs other new online businesses.
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Billboards
Fox Motors uses billboards in the West Michigan area, but to capitalize on the automotive connection, delivery vans were wrapped as a mobile billboard.