Harris Automotive
Brand Identity // Website Design // Online Persona // Swag Creation
2017
About
Harris Automotive, led by the young entrepreneur Riley Harris, is fueled by his ambition to succeed. Currently an undergraduate student at Texas Tech University in Lubbock, TX, Riley is pursuing a business degree with a specialization in entrepreneurship. As part of his program requirements, students are expected to graduate while already managing a small business.
Drawing on years of experience in fixing, performing bodywork, and selling cars to friends and family, Riley decided to transform his natural skills into a business venture. His long-term vision involves positioning Harris Automotive as a competitor to established companies like Henessey and G-Force Motorsports. These industry giants specialize in modifying the engines and bodies of everyday vehicles, transforming them into high-performance machines that command attention from car enthusiasts and even celebrities. The modified cars are then sold at significantly higher prices than their original worth.
In its current phase, Harris Automotive aspires to operate as a comprehensive auto repair and body shop. Simultaneously, the business aims to offer a unique service by fixing and selling cars for individuals seeking competitive prices without the challenges associated with selling by owner. Recognizing the growing trend of people trading in their vehicles for convenience, despite incurring substantial losses, Harris Automotive aims to provide an alternative solution in today's fast-paced and busy lifestyles.
The Problem
Given Riley's youthfulness, it becomes crucial to establish a brand that exudes maturity while maintaining a friendly appeal. Riley has already made a name for himself in the Houston, TX car scene, predominantly comprised of young adult men. Therefore, the brand should resonate with a masculine audience and make a distinct impression at car shows.
The Solution
An ideal branding solution would embody masculinity, versatility, evoke a vintage feel (as a nod to Riley's 1976 Datsun 280z), and resonate with the car community.
Riley with his prized 1976 Datsun 280z that began his passion for automotive work & his current vehicle, a 2014 Mustang GT Coyote
Employee Attire
Company apparel, chosen to match Riley's style, includes stylish short-sleeved, collared shirts for comfort in the Texas heat, while still maintaining a professional look. Outdoor staff wear these branded shirts with their choice of pants or shorts. The Harris Automotive garage embraces the tradition of mechanics in coveralls, but uniquely encourages the wearing of hats in both the garage and office.
Houston Strong
Harris Automotive's website and social media feature content addressing Hurricane Harvey and its aftermath. Situated in one of the severely affected areas, Harris Automotive is dedicated to supporting its community and neighboring areas. Special pricing on repairs and sales is offered to Harvey victims who lost their cars or require urgent repairs.
Harris Automotive is #HoustonStrong