ONYX
Establishing a new name, brand identity and standard for luxury car sales.
Careful consideration goes into every element of a brand identity.
ONYX Automotive was designed to be the premium luxury dealership in Omaha. ONYX features luxury car brands Mini, Land Rover, BMW, and Jaguar in one location, while at the same time providing them each their own identity and physical space.
ONYX Automotive needed a brand to complement a best-in-class dealer experience.
We worked with the client to establish the new brand identity from the ground up. We started by defining what the right brand archetype was for them and how to position it. And those decisions lead us straight into our naming options and, ultimately, the name ONYX.
Building on the direction of the name and position, we then co-created mood boards with the client to establish the look, feel, and visual identity.
The client was very involved in the creative process. They let us take the lead while collaborating along the way when it made the most sense. They trusted our expertise, but it helped that they had a strong vision for what they wanted the brand to represent.
We wanted to make a best-in-class Automotive Luxury brand, and we knew the team that could help make it happen. That was the team at Daake. The process was creatively engaging, and Daake helped bring our vision to life.
Jeff Hinchcliff
Chief Operating Officer
ONYX
