Dealerflow : Corporate Identity Design

Dealerflow is an employee relationship management (ERM) software for auto dealers. It allows dealers and managers to engage, lead and unify their single or multi-location internal organization with one seamless web application. Features include: employee photo directories, text messaging, instant messaging, InMail, blog boards, status updates, shared calendars, announcements, and more.

Dealerflow presented Kristian Andersen + Associates with an opportunity to help craft a brand strategy and visual identity for their fledgling software company. The challenge was to convey the power and simplicity of their tool to an audience that had gained a reputation as a "tough sell" and had historically been resistant to embracing new technologies.

Our team began the branding process by delving deep into Dealerflow's business. By endeavoring to understand both the benefits of the technology and the underlying challenges and motivations of the target customers, we were able to uncover some key insights into how best to position the brand. In addition to developing the brand mark, our team also developed the tag line "Shift Into Simple," which pays homage to both the automotive industry as well as the desire, on the part of customers, to simplify the internal dealership communication process. Finally, we developed a complete set of graphic standards, online and offline communication materials, and a high-impact trade show exhibit design.

Dealerflow continues to innovate around their core product offering and refine their solution to best meet their customers' needs. The Dealerflow brand has provided a rocksolid foundation to support their growth and has positioned the organization to capitalize on the growing acceptance and integration of web-based software in the automobile dealership industry. As Dealerflow's business model continues to evolve, emergent opportunities in ancillary industries are being explored and the Dealerflow brand stands ready to evolve in response to these opportunities.