The Brief 

Family-owned, female-led, service excellence, industry-changing, and integrity, each of these buzzwords are used individually to capture new clients for a business, but what if you have all 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.

For nearly four decades, City Auto Repair has been an industry-breaking auto repair shop here in Gainesville, Florida.

Our Vision

In collaboration with City Auto Repair, we translated their mission as “to repair the brokenness in cars, the people that drive them, and the communities that rely on them.” Simply put, repair beyond broken cars as City Auto Repair set out to help not just the vehicles, but also the people in their community that use these vehicles.


In order to best do this, 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.

The Strategy

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.” It’s repairing an industry reputation, the trust of a community, and the lives of these individuals. From this, we found that key elements of our strategy included:

  • Visual Storytelling – Understanding what makes City Auto Repair special is nearly impossible without seeing it in action. That’s what made the photography and videography critical to the success of this project. We wanted to show the history of the business while also capturing the modern innovation. We wanted to show the culture and headshots of every team member so you could know exactly who you’re trusting your vehicle with.
  • Local Brand Awareness – It can often feel like auto repair shops come at a dime a dozen. It’s competitive, and standing out is not easy. We wanted to invest in a strategy that showed City Auto Repair to be deeply entrenched as a member of this community and for this community. This would be done across local business listings, reputation management, social media, pay per click (PPC) advertising, and more.
  • Voice of Authority & Expertise – With having so much knowledge about auto repair, it is important to be educational and give back to the community, informing them of these topics. We wanted to provide timely, educational, and engaging content marketing and social media to position City Auto Repair as an industry leader.

Photography & Videography

People are at the heart of everything City Auto Repair does and it’s crucial to capture the people behind the business. We wanted to display the culture and people of City Auto Repair that sets them apart on the website. Before going into the website design, we spent a day capturing new brand photography. Additionally, we crafted a brand anchor video that, in less than two minutes, captures the heart of City Auto Repair.

Rebrand & Collateral

In tandem with capturing the spirit of City Auto Repair through photography, another task was capturing it visually in a rebrand including a new logo, color scheme, typefaces, and more. We crafted a custom color palette and logo that embodied City Auto Repair and moved the brand forward. Once built, we brought all aspects to a cohesive branding such as new business cards, social media profiles, and the website design.

Website Design

In looking at the industry, many of the local auto repair businesses had lackluster website designs that did not evoke a sense of excellence. As websites more and more have become your storefront online, we knew we wanted to give City Auto Repair a custom-built website design that was on-brand. We wanted to provide educational content for City Auto Repair’s audience while still offering a sleek website design that promotes the ease of scheduling an appointment.

Inbound Marketing

Once the new website launched, we knew we wanted to keep the spotlight on them as a bright spot in the auto repair industry. That’s why we continued to provide a digital marketing plan that inspired customers by way of

  • Search engine optimization (SEO) 
  • Social media marketing
  • PPC advertising
  • Reputation management
  • And more


Since launching the new website, we have seen a 49% increase in sessions compared to the same period last year. There has been exponential growth in total site impressions and total site clicks as well. With a fluid cross-browser website design, the website is exceptionally fast on both mobile and desktop devices.

“I can’t even put into words how this video made me feel. I literally CRIED! I am so impressed with the vision you and the team had to put my ‘why’ into a video. I absolutely love everything about it!!! It’s perfect!!!”

-Rachael Wacha, City Auto Repair