Overview

Solution

Autel’s brand identity and visual styling, developed more than five years prior, no longer reflected the caliber of their cutting-edge, industry-leading products. The company sought to establish a new visual language befitting their market position. Our engagement began with a strategy workshop to define the company’s tone of voice and messaging across its full product line.

This brand refinement presented an opportunity to reinforce Autel’s standing as a premier provider within the automotive diagnostic tool industry, and to underscore its commitment to manufacturing superior products for repair technicians, shop owners, and distributors.

Redefined Brand

Our design approach centered on a clean aesthetic that presents products and services in a more streamlined, organized manner, removing the clutter and overuse of imagery and content to improving overall clarity and ease of comprehension. Typography serves a central role within the identity system, establishing a clear hierarchy across headlines, callouts, and body copy. Operating within Autel’s established brand color palette, we developed both “dark” and “light” variants for use across advertisements, flyers, campaigns, social media, and video applications.

We delivered a comprehensive set of open-ended templates — including brochures, flyers, advertisements, and social media engagement graphics — to serve as a foundation for Autel’s internal design team. In addition, we developed an icon library for application across the company’s products and services, along with a specialized icon set tailored to diagnostic products.

The engagement concluded with the delivery of a comprehensive style guide, encompassing the brand’s voice, tone, and messaging, along with defined design directions and governing guidelines.