In 2014, Armored AutoGroup approached us with a problem: they would soon be merging with STP, Armor All and a number of other aftermarket automotive companies under a single umbrella corporation. This new company needed a name and face that would reflect the brands’ combined expertise and leadership while also accommodating any other companies that may be acquired in the future. With this task, we proceeded to develop over 200 names in the first iteration alone, which were then put through multiple rounds of discussion and voting. In the end, a final name was successfully chosen and subsequently branded. 

Assisting Designer: Emily Schwarting
Work completed at Buzzshift.