The Client
Xpress Pro
Xpress Pro needed a new name, identity, and brand ecosystem from scratch in just a few months. During the separation from Car-X, the team had few legacy creative assets. To compete with other auto service industry giants, their team required a strong and identifiable brand identity to stand out among competitors and resonate with their target market. Additionally, the rebranding was a thorough process, necessitating their team to reeducate the concurrent client base they had built over their years in business.
To build upon their concurrent business while also inviting growth, their brand needed to capture the regionality of their customers while also being scaleable as the company expands. With these hurdles in mind, they reached out to W.Bradford to deliver a completely new brand identity on an expedited timeline to both meet their executive team’s goals and return to the market quickly.
To build upon their concurrent business while also inviting growth, their brand needed to capture the regionality of their customers while also being scaleable as the company expands. With these hurdles in mind, they reached out to W.Bradford to deliver a completely new brand identity on an expedited timeline to both meet their executive team’s goals and return to the market quickly.


The Task
Rebranding Car-X Into Xpress Pro
W.Bradford began the project by leveraging strategic insights from previous marketing materials, regional and national competitors, and employees of various tenures to set a foundation of success for Xpress Pro’s new brand.
W.Bradford carefully crafted the Xpress Pro brand story by weaving in existing core company values from the staff that garnered loyal business for 40 years, with contemporary ideals to appeal to the modern customer. These decisions were informed and validated through numerous iterations by internal stakeholders and the existing customer base. With all of the information and research prepared, W.Bradford delivered an exciting new future to Xpress Pro.
W.Bradford carefully crafted the Xpress Pro brand story by weaving in existing core company values from the staff that garnered loyal business for 40 years, with contemporary ideals to appeal to the modern customer. These decisions were informed and validated through numerous iterations by internal stakeholders and the existing customer base. With all of the information and research prepared, W.Bradford delivered an exciting new future to Xpress Pro.
The Deliverables
W.Bradford Creativity in Full FOrce
To authentically begin a new brand, a strategy must be informed and intelligent. Through multiple focus groups, dozens of hours of industry research, and client input, W.Bradford created a vast network of deliverables that will support the Xpress Pro brand for years to come.


Brand Audit
A comprehensive rebranding strategy begins with a thorough understanding and diagnosis of the current problems and future goals of the brand. During this time, the strategy team at W.Bradford developed a series of strategy documents that would inform the Xpress Pro team of their business trajectory. Those deliverables included a detailed analysis of their closest competitors, a series of customer surveys, and a definitive brand strategy that would inform the development of the brand creatively.
Naming Input & Brand Identity
When it was time for the strategy to inform the creative work, W.Bradford began ideating and developing several foundational aspects of the brand. Beginning with the name, W.Bradford sourced dozens of informed options for the client to explore, ultimately landing on Xpress Pro Tire and Auto.
After the name was selected, W.Bradford created a comprehensive brand narrative document. That document detailed everything from their unique selling propositions, taglines, core values, and more. Additionally, during this period, the W.Bradford design team developed a series of logo, color palette, and typography options for the client’s selection.
After the name was selected, W.Bradford created a comprehensive brand narrative document. That document detailed everything from their unique selling propositions, taglines, core values, and more. Additionally, during this period, the W.Bradford design team developed a series of logo, color palette, and typography options for the client’s selection.

Creative Testing & Refinement
Following the development of the Xpress Pro brand identity, thorough user testing both affirmed past choices and informed refinements. During this period, style guides, typography, and colors went through final internal and external approval to ensure on-time delivery of the brand identity.
Brand Implementation
Finally, following approval of all brand items, the collateral like business cards and email signatures were created. For this project, the W.Bradford team also provided high-quality van wraps and mockups of rebranded Xpress Pro store locations.


The Results
Xpress Pro Tire and Auto Has the Tools
After the project, W.Bradford provided the Xpress Pro team with the foundation of their new brand, ready to reenter the automotive market with a variety of invaluable assets. W.Bradford’s thorough research, strategy, and creative execution blended with the 40-year experience from the Xpress Pro team formed a cohesive and powerful new brand.
