About this project

For over 25 years, Club Assist has been a trusted partner of the Automotive Clubs of Australia, providing essential services to their members. In 2017, following a shareholder buyout by the Automotive Clubs, Club Assist underwent its most significant corporate transformation to date. As part of this evolution, there was a need to refresh the brand identity to align with the company’s new direction. The existing brand mark—a globe imposed over a triangle—no longer reflected Club Assist's regional focus after restructuring. Additionally, the rebrand aimed to position Club Assist for expansion beyond the club network and into the B2B market, equipping the company with a strong, modern brand to compete for new tenders and grow sales.

Solution

The rebranding exercise at Club Assist was assigned to four internal designers, and my design was ultimately selected for the final brand refresh. Leading the entire process from start to finish, I conducted a thorough environmental scan to align the new design with current trends while honoring the brand’s heritage. The result was a bold, versatile 'CA' icon that represents both 'Club Assist' and 'Assist.' 

The Executive Team loved the design, and once approved, I developed comprehensive brand guidelines along with templates, signage, a new website, and office refurbishments to reflect this new chapter for Club Assist, ensuring a cohesive visual identity across all platforms."

Results:

Post-refresh and with strong branding, Club Assist expanded into the B2B market, securing four major clients (Jax Tyre & Auto, Penske Australia, Ironman and Auto One), resulting in an additional 120k battery units sold and moving the company to second position in battery sales across APAC.

Scope

Brand Identity, Art direction, Brand strategy, Concept development, Design & development, Website design (collaborating with web developers), Signage design, Livery design & Interior design (collaborating with architects).

Web and mobile site: Collaboration with web developers
Signage: Collaboration with Signarama
Interior Design: Collaboration with architect firm