Meineke

Automotive Car Care

How do you transform car care from complex to carefree?

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

Challenge

Overcome the perception of car care as difficult, complex, and inconvenient, and reposition Meineke not just as a repair shop, but as a trusted partner that frees customers to focus on life’s moments.

Background

Meineke has built trust over decades as a full-service car care brand with 900+ locations worldwide. Known for its technology-forward approach, the brand wanted to build awareness and emotional connection beyond services — to show customers that with Meineke, car care becomes one less worry.

The Approach

Reposition Meineke as not just a repair shop, but as a partner in freeing up life’s moments.

From maintenance to peace of mind.

Developed the core campaign idea: “Leave the work to us.”

Framed Meineke as the enabler of freedom and convenience, letting customers focus on what really matters.

Created a visual identity system pairing clean, modern design with warm lifestyle photography.

Integrated digital-first creative, aligning with Meineke’s app and tech tools for seamless experiences.

Result:

Car care, simplified.

Elevated Meineke from a transactional repair brand to a lifestyle-focused, convenience-driven partner.

Reinforced the company’s technology-forward positioning with app-integrated creative.

Built stronger emotional connection with customers by emphasizing freedom, trust, and peace of mind.

Silhouette of a man in a suit holding a camera, standing and looking at a city skyline at dusk or night, with buildings and lights in the background.
Black background with an icon of a white gallon of bleach and the text, "Be sure to keep bleach out of reach of children" in white.
Warning sign indicating risk of chemical poisoning.
Text reads "Dryer Sheets" with icons of three detergent bottles underneath.
Four white detergent bottles with a yellow gift box with a bow on the fourth bottle, arranged in a row on a black background.
A sequence of four icons showing the progression of a gift box transforming into a yellow gift box with ribbon, radiating light.
A young couple inside a car, with the man kissing the woman on the cheek, smiling happily. The photo is taken from outside the car, through the windshield. The background shows some shrubbery and a building.
A two-page magazine layout with text and bold yellow text emphasizing 'your car' and 'your life'. The left page contains a paragraph explaining a treatment approach, and the right page features stylized text highlighting the message about taking care
Page from a design guide with color palette details for yellow, black, and white, including color codes and usage instructions.
A page showing typography styles for the Meineke OWL brand, including primary, supporting, and system fonts. Font names include Gibson Light, Franklin Gothic Book, Helvetica Regular, and Gibson SemiBold, with various italics and bold styles.
Guide on how to use the 'm' supergraphic layout, including size and placement instructions, with sample images demonstrating the application of the 'm' in different arrangements.
Close-up of a car wheel hub assembly, showing lug bolts and brake components; additional smaller images of suspension parts, exhaust tips, and a fluid container.
Three in-store brand posters for Meineke featuring happy people, cars, and promotional messages about customer confidence, car care, and rewards.
A split-page magazine ad promoting Meineke auto services. The left side shows an elderly woman riding a motorcycle with a younger person behind her. The right side shows a woman and a man driving a car on a road at sunset. The ad emphasizes taking ca
Four store promotional posters for brake pads and shoes sale with a "$100 off" discount, including colorful images and people shopping.
A postcard advertisement for Meineke Car Care Center featuring a family with children at a beach, with discount coupons on the back for auto services.
Three Meinike automotive service advertisements featuring images of families and car maintenance offers, including discounts on brake service and campaign promotions.
Two Meinike promotional flyers, one featuring a woman in a car smiling with the offer of up to $200 back on service and double savings with a Meinike credit card, the other promoting brake pad and shoe discounts up to $100 off.
Screenshots of a car care service website and mobile app, featuring a woman on a motorcycle, and a yellow promotion banner for brake specials with a $100 discount.
A collage of automotive service promotional materials including flyers, banners, and a website layout, advertising discount offers on brake services and promoting car care and confidence.
A worker is kneeling on the ground, wearing black work clothes, working with hoses or pipes on a construction site or roadwork area.
An open magazine with a full-page advertisement for Meineke featuring a woman and a child inside a car. The woman is smiling, and the child appears to be laughing. The headline reads, 'taking care of your car shouldn't take over your life' in large y
Three promotional posters on a gray wall. The first shows a smiling couple with the text "Taking care of your car shouldn't take over your life." The second poster is yellow with a person working on a car, with small text at the bottom. The third fea
The image shows the inside of a customer service area with three large yellow posters on the white wall, a small electronic monitor displaying a Meineke ad, a wooden counter with a sign that says "Pay now. Or later." and a small framed information bo
Three framed posters on a white wall in an office or gallery space, with a yellow chair in front. The posters feature images of people enjoying leisure activities, with yellow text and branding from Meineke.
A collection of promotional postcards for Meineke car care, featuring images of happy people and promotional offers, with a yellow and black color scheme.
Close-up of a black fabric with yellow and white text reading 'metone' and 'On With Life'.
Two vertical banners on a gray wall. The left banner is yellow with black text that reads "Taking care of your car shouldn't take over your life" and has a logo at the bottom. The right banner features a smiling woman outdoors, leaning over a man lyi
A mechanic inspecting the underside of a car lifted on a hydraulic lift in a workshop.
A person is working on a silver alloy car wheel with a pneumatic wrench. The person is wearing a gray shirt with the brand name 'meineke' on the chest.
A mechanic inspecting the underside of a car in a garage, using a cloth to wipe a component.
A man inspecting a car engine in an automotive repair shop, wearing safety glasses and a dark gray t-shirt, with the hood open and tools nearby.
Promotion graphic for Meineke Rewards with the text: 'Earn 1 point for every dollar you spend' in yellow and white on a black background.
Digital interface screen with options for scheduling service, track points, and store maintenance info. Features a calendar icon with number 1, a progress bar from 99 to 100, a yellow engine icon, and the text "meinekerrewards" at the bottom.
Black background with yellow and white text displaying the Meineke Rewards logo and phrase.
Laptop and smartphone displaying Meineke automotive website with a promotion for oil change, showing a family exchanging keys and car details.
Three friends loading camping gear into the trunk of a white SUV in a forested area.
Business stationery on a yellow background, including a large white sheet of paper, a white business card, a black business card, and a black pen with a yellow tip.
Advertisement for Cooper tires offering up to $70 cashback with the purchase of four tires, featuring an image of a tire and the Meinike logo.
Car parts including climate control knob, muffler, tire, engine oil container with filter, and brake disc with caliper.
A social media post from Meineke Car Care with the message: "Taking care of your car shouldn’t take over your life. Make an appointment today! #OnWithLife Meineke.com"

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