John Haynes
Mercedes-Benz is the world’s oldest automotive marque (Karl Benz patented the first petrol-powered car in 1886). Its suitably immodest strapline is Das beste oder nichts – ‘the best or nothing’, a sentiment that applies to John Haynes. The company is one of the UK’s leading independent Mercedes-Benz specialists. John Haynes offer manufacturer-trained servicing and expert restoration, as well as sales of modern and classic cars, for customers globally. We spent an enjoyable time looking at and talking about Mercedes-Benz cars. Gaining a deeper understanding of where the company has come, its current position and its long-term commercial ambitions. From these discussions, we defined a brief and drew up a project timeline.
We began by creating a new logo and brand style to reflect the genuine love of Mercedes shared by the company and its customers, encapsulated in our new strapline “A Passion for Excellence”. We then translated the identity across the full range of collateral, including stationery, signage, clothing and advertising. With the company’s international reputation and clientele both growing rapidly, we designed and built a new responsive website. We knew imagery was crucial, so we art-directed a three day photography shoot to capture and reinforce the love of Mercedes embedded in the company’s DNA. We also worked closely with the client to develop an appropriate tone of voice. The result is a consistent, coherent brand identity, providing a solid platform for growth in a highly specialised and discerning market.
After many years of growing our business we felt we had begun to slightly stand still within our market place. We decided the company was in need of a fresh look and strategic approach to project the business to the level which reflected our workmanship and core values.
We approached Warren Creative and felt straight away they understood us and listened to us, they advised us in simple terms but in unbelievably fine detail how they would give us a new brand identity to run through our entire business. A project and timeline was presented to our directors, the vision was impressive and easy to see, so we commissioned Warren Creative. We really enjoyed working with their team and seeing the project evolve, all the Warren Creative staff are approachable, skilled and have an enthusiasm which shows they take everything personally to get everything exactly 100% – there really is no compromise from them on standard!
We now have a fantastic new brand identity and a totally different outlook on the business so much so that we already have started to reap the benefits by a significant influx of new business. We have forged a great relationship with Warren Creative and no doubt will be working with them for years to come. Knowing now what they can achieve we would highly recommend any business to engage with Warren Creative.
Simon Haynes, Director