Car Wash · National Rebrand
Art Direction: Sam Myrdek
Whistle Express
Building a brand from scratch, one bubble at a time.
Overview
Magnolia Wash Holdings came to us with a clear challenge: uniting a wide family of local car washes under one national name while bringing fresh energy to a category that often feels forgettable. I jumped at the opportunity to help shake things up with a bold new identity built to boost membership, fuel location growth, and stand apart in a crowded field.
Instead of leaning on the same tired promises as competitors, we focused on celebrating the small wins that brighten a customer’s day: the anticipation as they pull into the tunnel, the satisfaction of driving off in a sparkling car. That turned into a complete reimagining of the brand, with a visual system that had to work on-site, in campaigns, and everywhere in between. Custom air fresheners and sparkly signage were just icing on the cake.
Identity
A confident script wordmark paired with a bold sans-serif “Express,” angled for speed and built to read from the road at 45 miles an hour.
Online Banners
Color and movement are two key elements to this brand system. Fun, playful banners were a core aspect of both the media plan and the brand building.
Banner 01
Banner 02
Banner 03
Banner 04
Banner 05
Social Engagement
The playful nature of the brand absolutely lends itself to fun, engaging social posts. The bright colors and modern design elements make for a nice bit of spice on a feed.
whistleexpress Every wash is a win. 🫧
In the World
Posters, business cards, and team merch. Same system, scaled down to the things people hold.
Poster
Poster
Business Card
Merch
Brand Film
Thirty seconds of bubbles, color, and cars coming out cleaner than they went in.
The Result
A car wash brand with actual personality: bright enough to stop traffic, and systematic enough that it rolled out nationwide without falling apart. Turns out a clean car is worth making a fuss about.
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