A BRAND DESIGNED TO BE BOLD
YET APPROACHABLE.
all things auto
Swifts Garage partnered with Front & Center to do a full court-press on new business formation to include branding, messaging, photography, website design, social media and an aggressive 90-day roll-out plan. And timing was tight.
We were literally building out the brand and digital assets right along with the building itself. The priority for our client was to clearly convey their commitment to and involvement in the community - this was a local, family-owned and operated shop with deep lowcountry roots and we needed to make that clear along with getting the good word out about this new business.
Within 30-days of opening their doors, Swifts serviced 100+ cars and earned 10+ 5-star reviews.
meet swifts
Welcome to Swifts Garage! Founded by Andrew Swift, lifelong Charleston resident and career automotive expert, Swifts Garage is proud to be a locally owned and family operated business grounded in the unwavering values of trust, integrity and community. Today, Swifts Garage offers complete general auto repair and detailing services on all vehicle makes and models, both foreign and domestic, to customers across the Lowcountry. By 2021, they will expand to include used car sales and classic car restoration.
swifts vision
Swifts Garage partnered with Front & Center to do a full court-press on new business formation to include branding, messaging/voice, photography/styling, website design, social media set up/ promotion including Google Business in this and an aggressive 90-day roll-out plan across social media and local press/PR.
scope of work
NEW BUSINESS FORMATION
BRANDING
MESSAGING / VOICE
PHOTOGRAPHY / STYLING
WEBSITE DESIGN
SOCIAL MEDIA SET-UP + PROMOTION
The main goal of this project was a new buisness formation and launch. I had worked with the client previously on his former co-owned business (which they happily sold). He called me about Swifts when it was
still a sparkle in his eye.
The greatest challenge we faced was time and landing ALL the moving parts in a finite amount of it - from signing/scratch to launch was 90-days all told.
The stickiest point was around the launch itself as we kept running into issues with the building getting approved for occupancy, but we kept having to push/adjust our official launch date which is really difficult when you’re trying to figure out when to send press releases.
The brand needed to have a local, personable feel with the “umph” to grow/scale - potential for multiple locations in the future. The vision is to eventually do classic car restoration at Swifts. The Studebaker is (one of) Andrew’s baby - he loves restoring cars and the Studebaker is known around town.
We knew from the beginning if she wasn’t in the main brand, we’d need her to be at the forefront. Merrick, his grandson, has also become a super cute mascot - we’ve had a lot of fun tying him into social media and using him to really show the family vibe.
We also knew we needed a signature blue and really wanted to find that modern/retro balance. Nailed it.
the execution
F&C has a signature discovery process that begins with our proprietary questionnaire coupled with client interviews and outside research. The questionnaire is designed to help the client take a deep breath, step back and look at their business from an outside perspective.
It hits the brass-tacks of the 4 W’s (who, what, where, why…), brand vibe, marketing plan, growth/scaling goals, sales strategy, desired clients, etc… while also creating space for the feels, inspiration, vision, hopes/dreams.
Swifts is simply your go-to - the guy you give
keys to without a second thought.
I’ll go back to timing and outside influences throwing curve balls in the 9th inning. We conquered it by having a plan A, B and C - rolling with it, staying calm, keeping the client calm/positive, and moving forward.
Landy Design Co. , Valerie & Ed Photography and Cameron from the Social Language were my partners on this one - it took a village and each partner owned their project, exceeded expectations and got the job done by deadline.
the impact
100+ CARS SERVICED IN LESS THAN 30 DAYS OF OPENING DOORS AND 10+ 5-STAR GOOGLE REVIEWS.
The lot is literally full. People were parked/leaving their cars for service before the doors officially opened.
Because they didn’t throw any cash at digital campaigns/promos, all digital/social media traffic is organic - 500+ site visitors in 90-days, 23 leads/inquiries through the website, 120+ new followers on FB/IG.
Andrew had the vision for this business for 10+ years - it was an honor and privilege to be trusted with it and to be able to bring it to fruition for them in the way in which he’d hoped.
The tangible stats are great, but hearing how they’re talked about in the community and knowing the presentation is 100% on point with who they are is the real satisfaction here.
