Washworld and Lubeworld were fast-growing carwash and oil-change brands sharing physical locations. Yet few customers realized the two businesses were operated by the same company.
Their complementary services weren’t working together as effectively as they could.
CHALLENGE
How do you make two established brands work together—and give customers a reason to use both?
SOLUTION
Following an in-depth communications audit, we visually unified the brands identities and developed a positioning line that made their relationship clear: Your Complete Car Care Centre.
We applied the new brand language across 7 locations—from signage and point-of-sale materials to third-party equipment as well as the exterior design of new sites.
We then turned the new positioning into a tangible customer benefit: a complimentary Washworld car wash with every Lubeworld oil change.
RESULT
Washworld / Lubeworld became the first to include a complimentary carwash with every oil change. The offer subsequently became standard practice within Canada’s drive-through automotive maintenance industry.
The work was so well received that the owner asked us to develop his next venture: Autoworld.
We made two complementary brands worth more together than they were apart.