Highline Warren
<h2 style="margin-bottom: 0;font-size: 2vw;line-height: 1.2;">Highline Warren Rebrand</h2>
In 2020, Highline Aftermarket and Warren Distribution combined to become a leader in the automotive aftermarket industry. Vertically integrated from manufacturing and distribution to private label to their own consumer brands, they have an unmatched competition advantage. After integrating the two companies, it was time to bring the new Highline Warren to life and we had the privilege of helping rebrand the look, feel, tone, logo, tagline, and brand standards.
Mechanics of The Logo
The new logo integrates the letters H and W, reinforcing that Highline Warren is now one company. The italicization of the H communicates the speed of their distribution. The drop in the top right nods to their fluid manufacturing strength, while also completing the monogram of the W. Did you see the H first or did you see the W first?
<h4 style="letter-spacing: 1px;font-size: 18px;margin-bottom: .5vw;line-height: 1.1;display: block;">People. Powered. Performance.</h4>
As B2B companies grow through acquisitions, their mantra often speak to so many services or products they often become too generic. They lose meaning, and become forgettable. We challenged ourselves to create a mantra that directly communicated how the Highline Warren team works, how they help their customers, and alliteration never hurts.
Brand Anthem
A successful rebrand demands an integrated roll out with a momentous launch. Highline Warren announced the rebrand with an internal anthem that built momentum into the AAPEX tradeshow in Las Vegas.
AAPEX Tradeshow Booth
The most important event in the Automotive Aftermarket industry is the AAPEX trade show, which was rapidly approaching. We worked hand in glove with the Highline Warren team to dynamically rebrand in time for the trade show, using the booth as a primary deliverable.
Tradeshow Recap Video
At the AAPEX trade show, our skeleton production crew recorded and featured Highline Warren’s leadership team, top salespeople, marketing members, and the industry’s enthusiastic response to the new brand.
Foundational Social
The brand anthem and tradeshow recap, were two tent pole features in a fully rebuilt social bank for LinkedIn and Instagram. The strategy, tone, and posting cadence all aligned to support the new brand’s momentum, external sales goals, and internal morale initiatives.
.png)
Living Style Guide
There’s a fun challenge in modern marketing. Accelerated rebrand timelines and phased rollouts often conflict with internal needs for a comprehensive style guide. Our solution is a living style guide, where each page is updated at the completion of each deliverable. So long as key stakeholders understand it’s a living document, everyone stays up to date.
Apparel, Merch, and Swag
Our favorite qualitative indicator of a successful rebrand is when teammates and clients are clamoring for the merch and swag. From new hats and shirts to business cards, lanyards, and backpacks, the tradeshow happy hours were heavily repped with Highline Warren gear.
<h2 style="margin-bottom: 0;font-size: 2vw;line-height: 1.2;">Giving the gift of extra time.</h2>
Sheetz’s mission is to give people time back to do more of the things they love. In honor of Global Pay It Forward Day, we helped Sheetz put their mission into action with the “Time Back” campaign.
<p style="letter-spacing: 1px;font-weight: 800;line-height: 1;">"TIME BACK RECAP"</p>
<h2 style="margin-bottom: 0;font-size: 18px;line-height: 1.2;letter-spacing:1px;">SOCIAL LISTENING</h2>
Leveraging social listening tools, we scrubbed Sheetz social platforms to pinpoint Sheetz Freakz who had fallen on hard times.
<h2 style="margin-bottom: 0.5vw;font-size: 18px;line-height: 1.2;letter-spacing:1px;">RECIPIENT SELECTION</h2>
We then worked with the brand’s executive team to vet stories, select recipients, and donate unprecedented prizes to Sheetz fans who simply need some time back.
<h2 style="margin-bottom: 0.5vw;font-size: 18px;line-height: 1.2;letter-spacing:1px;">MICROSITE DESIGN</h2>
We produced five beautiful videos of the in-person donations, telling each recipient’s story and showcasing their emotional reactions. On paid social, the videos drove visitors to a custom #TimeBack website, where we encouraged community members to pay it forward in their own lives.
.png)
<h2 style="margin-bottom: 0.5vw;font-size: 18px;line-height: 1.2;letter-spacing:1px;">SELECT PRIZES</h2>
From financial aid and custom-wrapped vehicles to charitable donations and family vacations, Tattoo Projects tailored prizes to help each recipient make up for lost time and fulfill their dreams.
<h2 style="margin-bottom: 1vw;font-size: 2vw;">April McDuffie-Hodges</h2>
<h3 style="letter-spacing: 1px;margin-bottom: 0.5vw;font-size: 18px;line-height: 1;">South Boston, VA</h3>
April’s business, Alexia’s Closet, had been severely damaged from major floods. Sheetz gifted her with a new car, $25,000 for her business, and a $5,000 donation to the American Heart Association in honor of her son.
<h4 style="letter-spacing: 1px;margin-top: 0.5vw;font-size: 18px;">PRIZE RECIPIENT</h4>
<h2 style="margin-bottom: 1vw;font-size: 2vw;">Alan Jamieson</h2>
<h3 style="letter-spacing: 1px;margin-bottom: 0.5vw;font-size: 18px;line-height: 1;">St. Mary's City, MD</h3>
An Associate Professor at St. Mary’s college of Maryland, Alan received a $25,000 donation to his school, a dream vacation to London, and a $2,500 Sheetz gift card to help fuel his students’ learning.
<h4 style="letter-spacing: 1px;margin-top: 0.5vw;font-size: 18px;">PRIZE RECIPIENT</h4>
<h2 style="margin-bottom: 1vw;font-size: 2vw;">Todd Spurrier</h2>
<h3 style="letter-spacing: 1px;margin-bottom: 0.5vw;font-size: 18px;line-height:1;">Finksburg, MD
Todd Spurrier, a cancer survivor, runs a charity to raise awareness for the dangers of colorectal cancer. Sheetz surprised him with a $25,000 contribution to his charity, a custom-wrapped van, and a $500 Sheetz gift card.
<h4 style="letter-spacing: 1px;margin-top: 0.5vw;font-size: 18px;">PRIZE RECIPIENT</h4>
<h2 style="margin-bottom: 1vw;font-size: 2vw;">Emily Spears</h2>
<h3 style="letter-spacing: 1px;margin-bottom: 0.5vw;font-size: 18px;line-height: 1;">Confluence, PA</h3>
Following a recent accident that totaled her car, Emily Spears was delighted to receive a brand-new car, $10,000 to help save homeless pets, and a dream vacation to Turks & Caicos.
<h4 style="letter-spacing: 1px;margin-top: 0.5vw;font-size: 18px;">PRIZE RECIPIENT</h4>
<h2 style="margin-bottom: 1vw;font-size; 2vw;">Chris Bizzell</h2>
<h3 style="letter-spacing: 1px;margin-bottom: 0.5vw;font-size: 18px;line-height: 1;">Raleigh, NC</h3>
Chris is a track & field coach at East Cary Middle School and a self-proclaimed Sheetz Freak. The brand surprised him with a $25,000 donation to his school’s athletic department, a new truck, and a free trip to the Sheetz headquarters.
<h4 style="letter-spacing: 1px;margin-top: 0.5vw;font-size: 18px;">PRIZE RECIPIENT</h4>
“Standing behind our core values, we had a once-in-a-lifetime opportunity to surprise a few of our lucky fans with more of the things they love in order to help them enjoy all of the time back they get from shopping at Sheetz.”
Ryan Sheetz,
AVP of Brand at Sheetz
