Thomason AutogroupRepositioning for Thomason, the largest auto dealer in the Northwest - an Asbury Autogroup property. The previous identity, based on a stylized rendering of founder Scott Thomason’s face (last thumbnail), had nearly 100% brand recognition in the area. Negative publicity, a downward trend in auto sales and a evolution of the company to a more sophisticated market prompted the repositioning effort. Prior identity was reapportioned as a heritage brand through selective distribution.
Client = Thomason / Asbury