MS Autoglanz GmbH has been in business for ten years. As the company developed, its name became an obstacle to standing out from the crowd on quality. MS Autoglanz has grown into a trusted partner for the professional detailing of all types of vehicle. Customer expectations have evolved too: individuality and a sense of appreciation are priorities for many vehicle owners. How can a business move beyond conventional notions of status attached to cars, and turn a local company into a young, progressive premium vehicle detailing brand?

The new customer-facing name, “I Love My Car”, is now used in a franchise system by MS Autoglanz as a licensee. The brand was developed across three eras: the past (Retroline), the present (Presentline) and the future (Futureline). A fictional company history provided the foundation.

Corporate identity, corporate design, corporate behaviour, corporate website: development of all names · a brand concept · all slogans · all copy · creation of the accompanying corporate design · corporate website · point-of-sale concept and visualisation · photo shoots · franchise handbook and franchise system, and much more.