Longtime client Tire Factory came to us with a challenge. They were taking on a new identity through a newly created partnership with Point S Development. They needed to navigate their brand from Tire Factory to Point S Tire & Auto Service. It went behind the typical visual brand assets, color pallets, and updated business cards -- it evolved into counseling the core competencies of who Point S was going to be. The story of the why behind the new name. The talk track of competitive strengths. The communication strategy to their entire 245+ stores.