Client Overview: A New Chapter Post-Sale
Following a strategic pivot, Barloworld Group transferred ownership of its Motor Retail business to NMI Durban South Motors (NMI-DSM), with the sale reaching its successful conclusion on 1 June 2021. This changeover required a fresh narrative for the business, one that would resonate within the new market landscape.
Request: Crafting a Unique Brand Post-Disposal
Tasked with this rebranding mission, Vividaret was to weave a unique brand identity for NMI-DSM that captured its revamped ethos. The challenge was to encapsulate the company’s renewed focus and direction in a way that engaged stakeholders and cemented its market presence.
Creatives: Designing a Dynamic Identity
The creative journey undertaken for NMI-DSM culminated in the creation of a suite of branding assets - a new logo, a comprehensive brand guide, an engaging launch video, and striking interior visuals renders that would serve as the cornerstones of the brand’s new identity.
Rationale: Symbolism of Growth and Motion
In the automotive sector, where standing out is key, Bahama yellow was chosen for its vibrant confidence. The new logo, slanted to suggest perpetual motion, incorporates a dynamic “Y”, symbolic of converging paths and partnership. This imagery, coupled with an upward trajectory, signifies growth and an embracing of future technologies such as electric and autonomous vehicles. The space between the "E" and the "Y" forms an arrow pointing forward, underscoring the brand's commitment to progress and innovation in mobility.
