Establishing a Strong Brand Identity for a Vehicle Ownership Solution
Pacecar: Pacecar's innovative business model aimed to assist vehicle owners by providing insights into their total cost of ownership beyond just the loan amount. We rebuilt the brand and the customer-facing system to match where the company was actually going.
Live since 2020
Creating a Cohesive Brand Identity for a New Market Entrant
Pacecar operates in b2b & technology — a category that demands its own kind of attention from the brand and the buyer journey both. The work that got the company this far had earned its market share. The brand and digital surface area weren’t carrying the weight at the same level the rest of the operation was.
Pacecar’s innovative business model aimed to assist vehicle owners by providing insights into their total cost of ownership beyond just the loan amount. This included optimizing insurance premiums and maintenance schedules. The challenge was to create a cohesive and memorable brand identity that clearly communicated Pacecar’s value proposition to potential customers and investors.
The brief was a system rebuild — the kind of work captured in our master frame: Developing a Strong Brand Mark, Logo Type, and Design Systems. Brand strategy, identity refresh, customer-facing experience design, and the post-launch measurement framework that lets the in-house team extend the work without us in the room.
Developing a Strong Brand Mark, Logo Type, and Design Systems
Brand Mark and Logo Type
Solidifying the Visual Identity Commence Studio designed a distinctive brand mark and logo type for Pacecar.
Design Systems
Creating Comprehensive Design Systems for Market Entry We developed comprehensive design systems to ensure consistency across all of Pacecar's marketing materials and touchpoints.
Visual Elements and Color Palette
Enhancing Brand Appeal A carefully chosen color palette was introduced to convey trust, reliability, and innovation.
Solidifying the Visual Identity
Commence Studio designed a distinctive brand mark and logo type for Pacecar.
Embedded with the in-house team, not parachuted in.
Multi-month or multi-year embedded engagement — fortnightly sprints, weekly syncs, async-friendly Loom updates. Trust built through delivering, not pitching.
A design system that scales across product and marketing.
Token-based design system covering hardware product UI, web app, marketing site, paid creative, and sales enablement — same primitives across every surface.
Your squad is good at what they do! It was fast, and they responded to requests and changes quickly. I'm really happy with the result.
Casey Harmon – Founder/CEO
Numbers that matter for the engagement.
Brand and storefront, in production.
Your squad is good at what they do! It was fast, and they responded to requests and changes quickly. I'm really happy with the result.
Like what you see? Let's talk about your commerce stack.
A 14-day strategic diagnostic — we audit your current stack, identify the friction worth fixing first, and ship a phased plan with sized investments. Fully credited toward an engagement if we move forward together.
What you walk away with
- ✓A measured map of every friction point in your current commerce flow
- ✓Three phased options — minimum, considered, comprehensive
- ✓Sized investments and timelines, no aspirational ranges
- ✓A clear "don't hire us if…" section. We mean it.
