GreatWater GaragesTurning a local auto shop into a recognized national brand
Greatwater 360 Auto Care grew from a Michigan shop into a national brand. They needed a memorable identity with flexible brand elements that could scale to any shop size across the country.
The opportunityTheir down-to-earth midwest roots speak to what drivers actually want: competence and calm. Not a brand that shouts discounts, but one that feels like a trusted mechanic: knowledgeable, no-nonsense, and on their side.
the insightthe solutionA gritty, trade-craft-inspired identity rooted in Michigan DNA, built to scale. Bold wordmark, shield-and-wrench emblem, a voice that leads with wit over urgency. A brand that doesn't just say it knows cars. It feels like it does.
Brand Identity
Photo and Video Art Direction
Environmental Branding
my role
A deep teal palette anchored by a bold industrial wordmark creates a visual language that is confident without being corporate. Typography pairs a rugged condensed sans with clean supporting type, shifting between grit and clarity.
Design Approach
The website trades generic auto service templates for bold photography, punchy headlines, and a voice that actually sounds human. Dark hero imagery and high-contrast type set the tone, while clean navigation makes booking an appointment frictionless.
Digital 
Gritty shop footage, family road trips, hands that know their way around a car. The film captures what no discount mailer ever could: the difference between good and great. Not a tagline, but a belief rooted in Hudsonville, Michigan, and carried into every shop in the network. Less ad, more story.
Brand VideoA modular wall system that brings the brand to life at every location. Bold shop photography, punchy headline posters, and exterior garage door graphics work together to turn any touchpoint into a brand statement. Scalable to any size space, the system ensures every Greatwater location feels unmistakably on-brand.
In-Shop Graphics
An entry hallway at the Greatwater headquarters received a dimensional mural that turns the brand into an experience. Viewed from one direction it reveals a dramatic shop photograph; from the other, a branded headline: "We're driven to keep you driving."
Lenticular Wall Installation
