ONYX Automotive
Luxury car sales has a new name - and brand identity
ONYX was designed to be the premium luxury dealership in Omaha. ONYX features luxury car brands Mini, Land Rover, BMW, and Jaguar in one location, while at the same time providing them each their own identity and physical space.
They needed a brand to complement its best-in-class dealer experience. We worked to establish a new brand identity from the ground up. We started by defining what the right brand archetype and positioning were for them. Those decisions lead us straight into our naming options and, ultimately, the name ONYX. Building on the direction of the name and position, we then co-created mood boards with the client to establish the look, feel, and visual identity.
Work we did:
• Naming
• Identity design
• Brand manifesto video
• TV commercial
• Signage design
• Business collateral designWhen it became orange:
When the amazing craftsmen at American Lift & Sign, brought the exact prototype for the fractal sign we were imagining, and the entire team gasped.
Onyx Brand Video | :30
Custom Fractal Sign Design | :22
“We wanted to make a best-in-class Automotive Luxury brand, and we knew the team that could help make it happen. That was the team at Daake. The process was creatively engaging, and Daake helped bring our vision to life.”
Jeff Hinchcliff
Chief Operating Officer
ONYX