ESR AutobodyA luxury evolution for the next gen of autobody
Overview
ESR Prestige is a luxury autobody shop with a proud heritage since its founding in Earlwood in 1989. Now with two thriving sites and a new flagship centre in Alexandria, ESR is a highly respected name in the industry, holding exclusive accreditations with luxury brands like Porsche. With a new dynamism being injected into the company and key partnerships on the horizon, it was time to re-energise the ESR brand to reflect its modern vision.
SCOPE
Brand StrategyBrand IdentityUXUIEngineering
Challenge
While ESR's 2012 brand identity had served its purpose, it no longer reflected the company’s ambition, or the sleek, modern architecture of its new Alexandria flagship. The brand lacked the depth and dimension needed to appeal to a lifestyle and culture-driven audience, a key step in securing new luxury partnerships with brands like Bentley, McLaren, and Rolls Royce.
ESR’s website also required a total overhaul to meet ambitious business goals. It needed to be more than just a brochure, aiming to increase new clientele by 40% in 24 months, act as a transparent window into their high-quality facilities, and drive preference amongst new drivers - all while highlighting what truly sets them apart from competitors who have copied their brand over the years. We were challenged to create a brand that would be a true category of one.
Objectives
- Decrease the number of support calls to sales team
- Increase the number of leads per product
- Increase conversion to selected tailored content for each target audience
Solution
To solve this, we took a bold new approach to traditional luxury, drawing inspiration from the worlds of architecture and fashion. Understanding that our target audience were high net worth individuals who own prestige vehicles, and also enjoyed the thrill that vehicle gives them, our brand purpose honed in on the role ESR plays in bringing back the excitement and joy to your ride.
Our brand proposition of “exceptional comes standard, guaranteed” spoke to the high benchmark of quality ESR achieves, and the brand identity was designed to harmonise the unwavering precision of ESR's technical expertise with the comforting assurance and warmth of its customer interactions. The visual system, built around the refined Neue Haas Grotesk typeface, reflects the relentless pursuit of excellence and the clean, modern aesthetic of their new flagship space in Alexandria.
This new visual direction has the inherent quality to assure luxury partners - such as Aston Martin, Bentley, and Lamborghini - that ESR is a worthy, certified partner. It is not contained to just a "smash repairs" shop; it transcends the category. We infused the brand with depth and dimension, exploring visual themes of the open road, behind-the-scenes craft, and lifestyle - bringing to life the thrill of the ride.
The new digital platform was designed as the brand’s flagship, a seamless window into ESR's world. By highlighting its key differentiators, showcasing the team's dedication to craft, and making contact information easily accessible, the website is designed to build trust and drive new enquiries. The platform will also serve as a foundational layer for a new content strategy, designed to engage not only owners, but luxury car enthusiasts.
Outcome
The new brand identity and digital platform provide a cohesive, modern face for ESR Prestige, aligning its vision with its operational excellence. The brand is now positioned to successfully secure new luxury partnerships, transcend traditional notions of the autobody industry, and act as a dynamic, living asset for growth. By marrying audacious design with meticulous systems, the new platform is a powerful tool designed to drive preference and elevate ESR's position as a category of one in the luxury autobody market.
