A Community-First Rebrand for Turner Automotive in Montrose, CO.

Turner Automotive operates in a region dominated by large, transactional dealerships.

While Turner had built trust through years of honest service, their visual identity and Brand Strategy no longer reflected the clarity, reliability, or community-first experience they provided in person.

Turner Automotive is a locally owned car dealership in Montrose, Colorado, competing in a market dominated by large, corporate automotive groups. While Turner had built long-standing trust through honest service and community relationships, their existing visual identity and brand systems no longer reflected the quality, transparency, and modern buying experience they provided. Like many Western Slope drivers, Turner’s customers were frustrated by high-pressure sales tactics, confusing pricing, and impersonal dealership branding. The challenge was to modernize Turner Automotive’s brand while preserving the trust, approachability, and small-town integrity that set them apart.

This rebrand was guided by a foundational understanding of Turner Automotive’s core audience, working families, contractors, outdoor enthusiasts, and young professionals throughout Montrose and the Western Slope of Colorado. Personas like “Mike,” a working contractor, and “Sarah,” a young professional commuter, shaped every strategic decision. Both audiences value reliability, fair pricing, and clear communication, and are wary of traditional dealership pressure. The strategy focused on aligning Turner’s visual identity with these real customer needs, using brand nouns: Quality, Innovative, and Affordable, as the foundation for every creative choice.

The brand direction for Turner Automotive centered on trust, clarity, and longevity. Visually, the identity needed to feel established and dependable without appearing outdated or corporate. Badge-inspired forms and elements were used to convey honesty and reliability, while simplified geometry and clean typography introduced a modern, forward-thinking feel. Color choices were grounded and confident, reinforcing approachability and professionalism, without a sales aesthetic. Every design decision was intentional, built to reflect honesty, reduce visual noise, and support a stress-free vehicle buying experience.

The Turner Automotive brand was designed as a flexible, real-world system, not just a logo. The identity was applied across tangible dealership touchpoints, including license plate frames, branded keychains, illuminated outdoor signage, and environmental graphics. These applications demonstrate how the brand performs in everyday use, from customer handoffs to high-visibility dealership signage. Each execution reinforces brand consistency, visibility, and trust. Ensuring the Turner name feels familiar, professional, and dependable wherever customers encounter it.

The final Turner Automotive identity delivers a clear, confident brand that aligns with the dealership’s values and customer experience.

The rebrand provides Turner with a modern, community-first visual presence that stands apart from transactional, corporate competitors. By focusing on clarity, honesty, and usability, the new brand system supports long-term growth while maintaining the trust Turner has earned across generations. The result is a dealership brand that looks as dependable as it feels to do business with.