Saltbush Auto Works: shop sign

Saltbush Auto Works

Automotive servicesPhoenix, AZ, United States

01

Brand identity

An independent Phoenix repair shop that explains the problem before it touches your car.

Personality

HonestHardworkingNeighborly

Audience

Phoenix drivers and families who want a mechanic they can trust for years.

Direction

Desert red, sand and charcoal with a sky teal. Badge-style marks like a classic service station.

Logo system

SALTBUSHAUTO WORKS
Primary logo
SALTBUSHAUTO WORKS
Secondary logo
Icon
SALTBUSHAUTO WORKS
Reversed
SALTBUSHAUTO WORKS
On accent

Colour palette

Tap a colour to copy its HEX code.

Typography

Aa
Big Shoulders DisplayHeadings · weight 800

ABCDEFGHIJKLM
abcdefghijklm 0123456789

Aa
RobotoBody · weight 400

Phoenix in July with no AC is a special kind of misery. We'll check refrigerant, compressor and belts, and tell you what actually needs doing.

  1. Beat the heat. Book an AC check before summer.
  2. Honest quotes. Same-week appointments. Phoenix.
  3. Saltbush Auto Works · Phoenix, AZ

Visual identity

Round service badges, racing stripes, sun-faded textures.

Photography

Saltbush Auto Works photography direction

Mechanics at work in bright desert light, clean bays, real cars. No glamour shots.

Tone of voice

Friendly mechanic. Explains, never upsells.

  • Beat the heat. Book an AC check before summer.
  • We call before we fix. Every time.

Usage

SALTBUSHAUTO WORKSxx

Badge for signage and uniforms, stacked wordmark for print. Teal and red never at equal size.

Social rules. Poster style. Big red headline block, teal for the booking line, badge in the corner.

02

Social media

Saltbush Auto Works Instagram post: Beat the heat. Book an AC check before summer.
Seasonal campaign · Instagram feed post

Phoenix in July with no AC is a special kind of misery. We'll check refrigerant, compressor and belts, and tell you what actually needs doing.

Poster style. Big red headline block, teal for the booking line, badge in the corner.

03

The conversation

WhatsApp conversation between Luis Ortega of Saltbush Auto Works and Ali at Asteroid

What working together sounds like from the owner's side: Luis Ortega, owner at Saltbush Auto Works, messaging Ali on the Asteroid team.

04

Project overview

The challenge
Loyal customers, but a generic logo and no reason for new drivers to choose them over the dealership.
Brand direction
Classic service-station badge in desert colors.
Creative approach
A saltbush-and-wrench badge, a stacked condensed wordmark, and seasonal posts built like posters.
Design decisions
Desert red for warmth and recognition, sky teal to signal cool air and calm.
Services shown
  • Brand identity
  • Signage
  • Social media design
  • CRM reminders