Built on honesty, integrity and customer satisfaction, Tony’s Toys is a full-service independent automotive center in Grand Cayman. From humble beginnings rooted in exceptional customer care, Tony’s Toys has grown into a state-of-the-art facility with a wide selection of new and pre-owned vehicles.
In a unique Caribbean marketplace that is home to a population of roughly 60,000 people, Tony’s Toys is recognized as a leading full-service automotive center. To coincide with the opening of a new facility, Tony wanted to strengthen his branding and launch a new website to showcase vehicle sales.
Let us count the ways we love the Discovery phase. We get to do a deep dive on the clients business, their marketplace, and a competitive analysis. The opportunity to see them as their customers do, and flush out their unique selling position (USP). What emergences is a clear understanding of perceptions and organizational pain points. All of which helped to shape our understanding for the next phase of development.
The logo as it stood was identified as challenged despite launching 18 months prior. The icon needed a more modern look. So rather than throw the baby out with the bathwater, we agreed to review a few tweaks in order to maintain continuity.
For the website, we also needed to identify and recommend core functions the site would offer. This included reviewing and testing several auto listings plugins that would serve as the backbone for sharing sales inventory. It also meant identifying a plugin for service appointments which contributed to an overall rise in annual appointments.
Rebranding can be put into two major categories. There is the “anything is on the table” variety and then there is the refresh. Tightening a brand means maintaining as much of what is inherited that makes sense. That pretty much locked us in with the font, which is fine because there were other priorities to tend to. The swoosh was serving as a distraction in dominating the wordmark. The steering wheel had artwork flaws and it didn’t scale well. After proposing alternatives, we received an immediate buy-in.
The greatest importance to any brand is consistency and the application of usage rules. So we provided a brand style guide to ensure consistent and appropriate applications. This included a revised colour palette that followed the official colours of the Cayman flag.
Our team wanted to capture and convey the in-person experience of a Tony’s Toys visit. We chose a hero feature backdrop of video footage representing each business department interaction – a warm greeting entering the lot and lobby, activity in the service bays, and also panning through the parts store.
As analytics confirms, most site visitors spending time viewing available vehicles. The auto listings feature was something that had to be nailed. The end result of a mobile-first delivery means that action of browsing vehicles has to work equally well across mobile and desktop. We worked around a number of challenges to make displays and filtering work together.
There was also the matter of working with an image-intensive media library, and making the backend process user-friendly. We added a custom script to automate deletion of media library images when inventory was removed.
With respect to backend control, we created several user permission levels that limited roles for staff logging in. Apart from being simpler for the user, the hierarchy protects the site’s integrity and performance from errant user activities.
The rollout of the new brand, website and facility were front-and-center at an after hours event, and we were more than happy to fly down to celebrate. Notably, after several months of working remotely, the event also marked our first meeting with Sir Tony. Communicreations has been his marketing partner ever since.
After 20 years in business, Tony’s Toys experienced growth in a number of areas that can in part be attributed our collaborative marketing efforts. Service booking conversions increased sharply if only because that feature didn’t exist before, but it has provided a point of measurement on which to target future growth.
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