Branding by Blade: Simplicity Car Care Opens New Concept

Simplicity Car Care is now open in two locations in the Toronto area, with more on the way. The brand was created by Blade.

The entrepreneurs, who chose Blade after a Google search, wanted a brand that was “the silicon valley of the car care business.””It had to be sophisticated, confident and energy. “Most of all, it had to be simple,” said Domenic Ieraci, the client side lead on the project.

At Blade, we listen. During the Brand Strategy workshop we conducted at Blade with Domenic and his partners, we heard some key takeaways:

• Change the conversation about car care, industry-wide.
• Make it about the customer being treated simply.
• Simple is stress free, easy, even fun.

That meant originality, energy and personality were essential in every aspect of the brand imagery, voice, narrative and customer “touch” points. That got our attention.

“We love touching customers,” said Blade Design Studio Senior Maven, Gord Entlerz.

Blade and the Simplicity team got all collaborative on this. Then we got candid, and even a bit cranky. It was a process that resulted in a full market review, a competitive audit, breakthrough creative ideas for the new brand, and tactical strategies for the go-to-market launch.

Simplicity was the unanimous choice; and was available as a URL.

From logo to messaging, from web design and deployment, to retail store persona and even through to the Franchise marketing materials, Blade delivered a winner, again.

simplicity car care logo

Related: Blade Creates Gritty Rebrand for Crown Industrial Roofing
Related: Blade gives Crown Industrial Roofing a Digital Content Upgrade

Working closely with Domenic and his team was challenging given the strong opinions and tight timelines. “But everyone kept a swivel on their head and a civil tongue in it,” says Blade Principal, Wayne “Son” Roberts. “That’s how shit gets done.”

The result of the collaboration was certainly worth the effort cited Blade Associate Creative Director, Keith Lingenfelter. “Working on this branding challenge was a lot of fun. The car care sector is crowded; we had to cut through – but simply.”

Managing the account was Blade Account Supervisor, Pamela Coville. “Everyone has an opinion in branding. But you’ve got to move on and to get to market. We made that happen.”

“We look forward to helping with Simplicity’s expansion, and with the thorough ass-kicking of the competition they plan to deliver,” added Roberts, whose car probably needs a brake job and an oil change.

simplicity car care website and brochure


Wayne S. Roberts

The Globe and Mail calls Wayne S. Roberts "an ad industry provocateur." Maybe its because he's never seen the point of playing by the ad game rules that place awards above results, while offering spec work instead of real value to win accounts. Throughout his career, Wayne has maintained a defiantly independent streak characterized by his insistence that agencies must be honest, direct and passionately invested in their clients' success. His pioneering work in espousing the brand community perspective has been a touchstone of his belief that branding is more than just logos, websites and ad campaigns; it is the fundamental way human beings connect with each other to create communities and launch movements that have changed our world.

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