The Total True Automotive Story

The owner of this business, originally named Schertz Auto Service, Inc., had been providing quality car repair in the Schertz, Texas area northeast of San Antonio for over 20 years. Planning to open additional locations outside the Schertz city limits, he knew he needed a new name and new branding that would be more relevant to his expanded audience.

What we did

Rojo 032 was up for the job. We got to know the heart of the business and found that their mission and values emphasized integrity and excellent service without compromise and that they they are known by their customers to be true to their claims. This, coupled with the fact that they provide a wide range of services from auto body repairs to regularly scheduled maintenance, led to the selection of the name Total True for the re-branding.

Because the original name was so well-known in the area, the decision was made to ease into the new branding. We designed and developed a new logo and icon, colors, vehicle, website, uniform and other collateral materials, but first printed transition materials that included the old and the new names / logos. This helped prepare the existing clients for the identity change. The new locations, though, will open with all the new branding and will help propel the business to even greater success.

Naming / Branding / Environment