This case study explores the rebrand of Turner Automotive, a community-first dealership in Montrose, Colorado, navigating a market dominated by corporate automotive groups. The project focused on rebuilding trust through clear brand strategy, honest visual language, and a modern yet approachable identity rooted in local values. By aligning the brand with real customer needs: quality, innovation, and affordability, the rebrand delivers a flexible system designed to perform in the real world, from dealership signage to everyday touchpoints.