Tire Crew

Right Angle developed Tire Crew’s name, visual identity, slogan and customer environment around a clear idea: the speed and teamwork of a racing pit crew.

The Challenge

An entrepreneur approached us with a tire-store concept built around purchasing and installing tires in less than 30 minutes. His proposed name, The Tire Dude, did not clearly communicate the speed and teamwork at the heart of the idea.

Our first challenge was to develop a brand that made the concept easy to understand.

The Strategy

We developed the name Tire Crew, drawing on the coordinated work of a racing pit crew. The slogan, “Tires in no time flat,” reinforced the idea, while a logo incorporating checkered flags carried the racing theme into the visual identity.

Through our Dimensional Branding® approach, the customer waiting area extended that identity into the physical space. Club chairs and a television monitor showing the crew at work created an experience inspired by a racetrack VIP suite.

The Results

Within the first two years, a major national tire manufacturer approached the owner about buying Tire Crew. Later, with two stores operating and a third under construction, the owner completed a multimillion-dollar deal with another tire-store chain.