MAACO

Auto Body & Car Paint Expert

Honoring craftsmanship and modernizing a classic brand

Creative direction, Campaign development, Branding and Identity, Marketing & collateral design

Challenge

How do you modernize a trusted legacy brand while honoring its hardworking roots?

Background

Maaco has long been synonymous with honest, hardworking service nationwide, values that resonate with the American spirit. But to continue growing relevance, especially on digital and social platforms, the brand needed a fresh look and feel, one that highlighted the craftsmanship and pride of its workers while elevating the perception of the work they deliver.

The Approach

Elevate perception through authenticity.

Positioned Maaco’s workers as craftsmen, not just service providers — emphasizing skill, dedication, and pride.

Developed a modernized campaign aesthetic that blended Americana values with a bold, contemporary design system.

Crafted a brand identity refresh (color, typography, photography style) that could live across digital, social, and collateral.

Result

A refreshed brand built on pride and craftsmanship.

Reinforced Maaco’s positioning as America’s body shop while evolving perception from utilitarian to skilled craftsmanship.

Strengthened connection with followers by highlighting the real people and hard work behind the service.

Created a flexible, modern visual identity that could carry the brand into future campaigns.

Blue background with white text, blue and red Maaco logo, and smaller text that reads 'North America's Bodyshop'.
Modern office or waiting area with large portraits of men on the walls, including a man with glasses on the left and a man with a mustache in a hat in the background; several benches and wall-mounted screens display the Mobil and Mobil 1 logos.
Advertisement for Maaco. Shows a man in a mechanic uniform looking focused as he uses a tape measure on a car. Text on the ad says 'Don't worry. We've done this 20 million times already. UH-OH BETTER GET MAACO. Since 1972, we've offered people easy,
Two posters side by side. The left poster features a man with a mustache and beard, wearing a work helmet, with the text 'Miracle Worker.' The right poster shows a young man with short hair, wearing a red hard hat, with the text 'Time Traveler.' Both
Two promotional display stands, one with a close-up of a man with a serious expression and the other with a blurred image of a person walking past a car, advertising car services and paint special for $199.
An outdoor billboard shows a photo of four people holding hands on a dirt road with a white vehicle nearby. The text says, 'A guarantee goes a long way anywhere you drive it actually.'
Four advertisements for Maaco auto repair shop, featuring car painting, collision repair, headlight restoration, and a promotion for free estimates.
Advertisement for Maaco, North America's body shop, with a man welding sparks. The ad features a quote: 'I take pride in what I do so you can take pride in what you drive.' It promotes auto painting and collision repair services starting at $210, wit
Two computer screens displaying automotive service website with images of people, cars, and service promotions.
Close-up of a blue metallic car surface with smooth curves and gloss finish.
A man wearing a face mask and gloves is polishing a white car with a power buffer in a garage or workshop.
A man wearing safety glasses, a work uniform, and gloves is welding or using a grinder, creating sparks in an industrial or workshop setting.
A man with a bald head and beard, wearing a dark work shirt, is sitting in a garage or workshop, giving a thumbs-up. There are tool drawers in the background.
A man in a blue shirt is working on a vehicle, applying a blue strap or tape to its surface, with a focused expression.
Close-up of a man with a beard and short hair, wearing a black work shirt with a logo, looking serious, with a metal background.
A young man with short dark hair and a beard, wearing a navy blue uniform with a logo that reads 'Moag Collision Repair', and a white mask around his neck, working in an auto repair shop.
A man with gray hair and a serious expression wearing a dark shirt with a logo that says 'Maaco' and a white mask hanging around his neck.
Poster advertising a paint sale at Maaco featuring a person spray painting a car. The poster highlights a special price of $299.

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