what goes around, comes around

Core Values Why we do what we do How we do what we do The amount of care that a car usually needs is frequently overlooked. In the demanding lives of people nowadays, it s easy to make up one excuse to another when it comes to getting their cars serviced. Cars are a very important and often expensive investments. People rely too much on their cars to take them from one place to another, but cannot find the time to make sure their car has all the appropriate services done. We re here to help people out in their busy lives. We help people take care of their cars by performing maintenance on their cars, at the requested time and place of the customer. Customers are conveniently able to use an app or visit the website to make an appointment and track the status. What difference we make We make sure than you continue with your busy lifestyle without having to stop and think of having to get your car serviced as a burden. We take our time to ensure that your car is able to keep up with your fast paced lifestyle.

Positioning Statement We are the only car maintenance company that provides on-demand car care by performing car maintenance anywhere anytime for car owners with busy schedule and on the go who wants convenient car care.

Competitive Research TAGLINE: On with life. CORE VALUES: WHY WE DO WHAT WE DO We have excellent customer satisfaction ratings. We strive to do this by creating an environment, which develops the strengths and enhances the personal and professional abilities of each individual. Within this environment, we offer our employees a unique, exciting and enriching workplace. Our employees embrace our core values of integrity, respect, responsibility and growth. These are the cornerstones of our business. MISSION: HOW WE DO IT Our Mission is to build relationships that are consistent with our values and we strive to fulfill the needs of every customer. Our franchise has built a reputation on providing courteous, honest service. Our customers appreciate the way we do business, and we know you will too. VISION: WHAT DIFFERENCE WE MAKE To actively pursue, in cooperation with the corporate office of Meineke Car Care Centers LLC., the betterment of the Meineke Franchise System, for the benefit of our members and all concerned.

Competitive Research TAGLINE: Cars like us. People love us. CORE VALUES: WHY WE DO WHAT WE DO The right thing to do, is to do the right thing. We don t sell, we solve. Work together, succeed together. Putting our customers first puts us in first place. Stable and loyal it s just how we were built. We won t quit until it s fixed. MISSION: HOW WE DO IT People taking care of people and their cars. VISION: WHAT DIFFERENCE WE MAKE The best place to shop and care for your car.

Competitive Research TAGLINE: Trust the Midas Touch CORE VALUES: WHY WE DO WHAT WE DO We believe that auto care should be a hassle-free experience. For over 50 years, we have built trusted customer relationships based on Midas reliability and professional service. And because we know that quality parts and services are important to you, we stand behind them with our guarantees. MISSION: HOW WE DO IT In fact, we guarantee* all our work. And, we re known for our lifetime-guaranteed brake pads, shoes, mufflers and shocks and struts*. Our limited lifetime guarantee is valid for as long as you own your car. VISION: WHAT DIFFERENCE WE MAKE Yes, we are a company on the move, motivated by the values that have made us a success: trust, service, reliability and the famous customer first commitment that built the Midas brand.

Competitive Research TAGLINE: Never Idle CORE VALUES: WHY WE DO WHAT WE DO Valvoline has been innovating and breaking new ground in motor oil by utilizing technology to create the finest quality motor oils and lubricants. MISSION: HOW WE DO IT We are building the world s leading engine and automotive maintenance business by bringing Hands on Expertise for the benefit of customers every day. VISION: WHAT DIFFERENCE WE MAKE Since 1866, Valvoline has been innovating and pushing the limits of engine performance.

Competitive Research TAGLINE: Leave Worry Behind CORE VALUES: WHY WE DO WHAT WE DO Jiffy Lube is not just your typical maintenance shop. Jiffy Lube technicians are highly trained in preventive maintenance and customer service as well. Jiffy Lube technicians wear rubber gloves and belts so your vehicle doesn t get unsightly smudges or scratches. Jiffy Lube service bays have see-through windows so you can see the work as it s being done on your vehicle. Every aspect of your visit is carefully designed to help you Leave Worry Behind. MISSION: HOW WE DO IT Jiffy Lube pioneered the fast oil change industry more than 35 years ago. Today, more than 20 million customers every year rely on Jiffy Lube to keep their vehicles running the way your vehicle manufacturer intended. It s the mission of everyone at Jiffy Lube to go beyond oil changes alone, to help alleviate the anxiety that routine vehicle maintenance can bring. Jiffy Lube is committed to keeping your vehicle running right for the long haul, so you can Leave Worry Behind. VISION: WHAT DIFFERENCE WE MAKE Jiffy Lube is a leading provider of automotive preventive maintenance. With a national footprint of more than 2,000 franchisee owned service centers across the country, Jiffy Lube offers a range of services from oil changes and tire rotations, to everything in between. Jiffy Lube technicians are not just highly trained in preventive maintenance, they are also highly trained in customer service. So if you have any questions about vehicle maintenance or the services performed at any Jiffy Lube service center, your technician will help you find the resources and information you need, whether it s in-store, online or by accessing your vehicle manufacturer s recommendations. It s just another way Jiffy Lube strives each and every day to help you Leave Worry Behind.

Audience Profile Name: Jesse Wilson Age: 67 Occupation: Retail Customer Service Representative Location: Los Angeles, CA Relationship status: Married Living status: Paying off a house Education: High School Car: 1992 Honda Civic Finances: Paying off a house, supporting grandkids Social life/activities: Likes to go fishing Favorite magazines: Favorite television shows: Jeopardy, Late Show with Stephen Colbert Shops: Walmart, Target, 99 Cent store, In N Out, Carl s Jr., REI, Metro PCS Likes: affordable, useful, fast, reliable Where they gets their car fixed: Cheapest place possible

Audience Profile Name: Regine Phalangee Age: 27 Occupation: Medical Insurance Representative Location: Orange County, CA Relationship status: Single Living status: Renting an apartment Education: College graduate Car: 2017 Audi A5 Finances: Paying off student loan Social life/activities: Goes out every Friday and Saturday. Likes to travel. Favorite magazines: Cosmopolitan, Glamour, Vogue Favorite television shows: Friends, Gilmore Girls, Gossip Girl Shops: Forever 21, Lululemon, Toms, Adidas, Nike, Michael Kors, Starbucks Likes: cute, affordable, fast, healthy living Where they gets their car fixed: Whatever is closest available maintenance shop

Brand Tone Adjectives & Mood Board Helpful Skillful

Brand Tone Adjectives & Mood Board Caring Trustworthy

Brand Tone Adjectives & Mood Board Adaptable

Naming Process Our Top 5 Brand Adjectives

Naming Process Competitive Brand Names ABBREVIATION NAME LOCATION ALLITERATION

Naming Process Brand Name Assesments CARdealogists Appearance Brevity Creativity Distinction Energy Humanity Legacy Positioning Sound Trademark Appearance Brevity Creativity Distinction Energy Humanity Legacy Positioning Sound Trademark Appearance Brevity Creativity Distinction Energy Humanity Legacy Positioning Sound Trademark Git Stop CARAMEDICS 8 8 8 8 8 90 87 84 8 7 8 4 7 8 7 8 4

Naming Process Brand Name Assesments CARMA AUTO CARE MEDIcar Appearance Brevity Creativity Distinction Energy Humanity Legacy Positioning Sound Trademark 9 8 9 8 Appearance Brevity Creativity Distinction Energy Humanity Legacy Positioning Sound Trademark 8 7 5 8 4 94 82

Logo Design Process Typography Exploration

Logo Design Process Symbol Exploration

Branding Guidelines Primary Colors Secondary Colors C: 82 M: 93 Y: 44 K: 61 C: 67 M: 93 Y: 44 K: 49 C: 8 M: 6 Y: 6 K: 0 C: 78 M: 37 Y: 45 K: 9 C: 29 M: 0 Y: 23 K: 0 C: 0 M: 0 Y: 0 K: 90 R: 39 G: 15 B: 51 R: 69 G: 26 B: 62 R: 231 G: 231 B: 231 R: 61 G: 123 B: 128 R: 177 G: 230 B: 209 R: 65 G: 64 B: 66 #270F33 #270F33 #414042 #3D7B80 #B1E6D1 #414042 Roisin Murphy Lot s Wife Baby Powder Notus Ganymede Black Lacquer Colors

Branding Guidelines Futura Extra Bold A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 0 1 2 3 4 5 6 7 8 9 0 Heavy A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 0 1 2 3 4 5 6 7 8 9 0 Light A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 0 1 2 3 4 5 6 7 8 9 0 Typography

Branding Guidelines Logo

Branding Guidelines Logo Usage

Branding Guidelines Do not mix and match color scheme Do not flip colors Do not modify elements Do not alter existing elements Do not modify color scheme Logo Usage Do not distort the symbol

Design Application Mobile App

Design Application Uniform

Design Application Shuttle