Deals On Wheels
Automotive Brand Identity
Deals On Wheels (DOW) is an independent automotive consultancy that supports clients in purchasing new and used cars under improved terms. The identity was developed to convey confidence, authority, and a results-driven approach, reflecting the consultancy’s practical expertise and negotiation skill. It functions as a visual system that communicates trust and professional competence across multiple touchpoints.
Client and Collaboration Overview
We collaborated directly with the founder to define a visual identity that reflects deep market knowledge and a firm stance in negotiations with dealerships. The process translated personal reputation into a scalable brand, applicable across consulting services, digital content, and potential future extensions. All design decisions were informed by real client interactions and use cases, ensuring that the identity supports both the founder’s authority and the company’s strategic growth.
Project Objectives
The goal was to create a bold and recognisable logo for a newly established consultancy. The identity needed to express ambition, control, and negotiation strength while remaining adaptable across print, digital media, and merchandise. Another objective was to align the visual identity with the brand promise, Drive Your Dreams, and to establish a system capable of expanding into related automotive and lifestyle brands.
Project Outcomes
The logo features a circular graphic element built around a star symbolising the achievement of personal goals. Custom letterforms were developed to integrate seamlessly with the star, including a subtle incorporation of the W within the geometric logic of the mark. The design references traditional automotive badges without copying them, ensuring originality and recognisability. The visual system adapts easily to dense layouts, social media, and physical applications. It was also extended to the sister brand Deals On Home, demonstrating the flexibility and scalability of the identity.
Design Strategy Director: Marius Bartkus
Date: 2018-10-01
