05 / 05 Full case
Scotz Auto
Positioning, identity, service language and responsive website
Project · 2025
Scotz Auto needed to turn Glen's technical experience into a clear local service offer, balancing BMW and MINI specialism with work across a wider range of vehicles.
Situation
The existing identity did not communicate the depth of Glen's experience or give customers a clear picture of the services available. The business needed to feel technically assured and approachable without appearing to be a dealership or implying an official manufacturer affiliation.
The judgement
Neil researched the automotive-service category, clarified the position and structured the services around the questions customers were likely to bring. The visual direction used the restraint and technical confidence familiar to BMW and MINI owners while keeping Scotz Auto recognisably independent and local.
Neil's role
Neil led the strategy, positioning, identity, service structure, website language, local search direction, visual design and responsive website build.
Commissioned scope
Strategy and public offer
- Automotive-service category and competitor research
- Positioning and audience definition
- Service-offer structure
- Identity and service descriptor
- Website language and content architecture
- Local search direction for Fish Hoek and the Southern Peninsula
Website delivery
- Website artwork and image direction
- Responsive desktop and mobile design
- Website coding and build
- Launch and local-growth recommendations
How the work developed
- 01Business and service discovery
- 02Category and local-market research
- 03Positioning and service structure
- 04Identity and descriptor
- 05Website language and information architecture
- 06Responsive design and build
- 07Launch and local-growth recommendations
Identity
Finished Scotz Auto marks and descriptor.
Responsive website design
Responsive desktop and mobile website-design presentations.
Outcome
The site has remained live for more than a year and contributes to the business's local presence and enquiries.
What this work demonstrates
Neil turned a specialist's experience into a coherent public identity, structured service offer and working website. The project connected research, positioning, language, design and implementation through one direct point of responsibility.