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Revitalizing Brand Image and Appeal




Midas wanted to revitalize its brand image with an updated look. In addition, the company wanted to communicate that it had expanded service offerings to include minor auto repairs. As part of the revitalization program, Midas sought to increase its appeal to women by communicating that the company was a “trusted partner.” Midas wanted its signage and facilities to support the new brand image, as well as its positioning in the market to existing and potential new customers.


A new signage program was initiated to help reinforce the brand’s new position while clearly communicating that Midas offered “Auto Service & Tires.” Everbrite developed a Uniface sign (cloud sign) that looked like individual channel letters. Compared to individual channel letters, the new signage was easier to install, more cost effective to produce, and saved energy due to using fluorescent and LED lights as opposed to the neon previously used. Everbrite successfully implemented a smooth and effective re-image program.