Repair beyond Broken Cars

The Challenge

Family-owned, female-led, service excellence, industry-changing, and integrity—each of these buzzwords is used individually to capture new clients for a business, but what if you have all of them at once? You have Gainesville’s best-kept secret of an auto repair shop.

For nearly four decades, City Auto Repair has been an industry-breaking auto repair shop here in Gainesville, Florida. There is a local competitive landscape for auto repair, but rich with its standout factors, it became clear PHOS needed to carve out recognition for how much more enjoyable it is to work with City Auto Repair than other shops.

Our Vision

In collaboration with City Auto Repair, we uncovered their mission and purpose. Simply put, they aspired for “repair beyond broken cars” as City Auto Repair sets out every day to help not just the vehicles, but also the people in their community that use these vehicles.

In order to capture their mission, we needed to refresh the brand to display some of the below key virtues. With a rebrand, new website, and marketing, they would stand out from the sea of sameness.

City Auto Repair eliminates the typical discomfort of auto repair shops with clean facilities, a welcoming waiting area, and friendly staff. From the moment you enter, you'll experience a warm, home-like atmosphere and personalized customer care.
City Auto Repair boasts nearly a century of combined experience, with a team skilled in tackling vehicle issues that others can’t solve. They take an integrated approach, focusing on diagnosing and solving problems rather than merely swapping parts.
We’re inspired by City Auto Repair's embodiment of love and integrity. City Auto Repair not only repairs cars but also supports the community through Rachael Wacha’s work with Peaceful Paths and her efforts to empower women in vehicle maintenance, reflecting these values in both their shop and online presence.
car part

The Solution

To tell the story of City Auto Repair, it was vital we understand why they do what they do. Over an extensive exploration, we unpacked that they strive to bring “repair beyond broken cars.”

To go beyond broken cars, this type of repair is focused on the industry reputation, the trust of a community, and the lives of these individuals.

The Branding

We captured City Auto Repair’s spirit through a rebrand that included a new logo, color scheme, and typefaces, creating a custom palette and logo that advanced the brand.
This cohesive branding extended to business cards, social media profiles, and the website design, with the new logo winning a Gold American Advertising Award in the Gainesville region.

The Web Design & Development

Local auto repair websites often lacked a sense of excellence, so we aimed to create a custom-built site for City Auto Repair that reflected their brand's high standards.
Our design focused on providing educational content and a sleek interface to simplify appointment scheduling.

Photography & Videography

People are central to City Auto Repair, so we focused on showcasing the culture and team behind the business.
We spent a day capturing brand photography and created a brand anchor video that, in under two minutes, highlights the essence of City Auto Repair.
A woman laughing with a man while writing on a clipboard

Inbound Marketing

Our inbound marketing strategy focuses on remaining competitive in local SEO best practices as well as paid advertising.
This is supported by a website that prioritizes helpful content and showcases a small business dedicated to integrity and safety in everything they do!
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They are great to work with and really know their stuff!

Rachael Wacha

City Auto Repair