01 BLUF
The Bottom Line:
- Comprehensive rebrand for the nation's leading auto shop coaching organization, replacing a brand unchanged since the 1980s.
- Delivered brand guidelines, marketing website (launched September 2024), PPT templates, and Superconference video content.
- Ongoing engagement with additional scopes in progress.
02 Our Role
Rebrand, Marketing Website, Brand Guidelines, Video Production
03 The Details
The Automotive Training Institute has been the nation's leading coaching and consulting organization for independent auto repair and collision shop owners since 1980. With over 1,600 active members across the US and Canada, ATI helps shop owners improve their businesses and their lives through proven, field-tested strategies.
The Challenge
ATI's brand identity had remained largely unchanged since the 1980s. While the company's coaching methodology had evolved significantly, the visual brand felt dated—making it harder to stand out in an increasingly crowded marketplace of business coaching and training providers.
Our Approach
Working closely with Craig Montgomery, President of ATI, we developed a comprehensive rebrand that would reflect ATI's position as an industry leader while honoring the trust they've built with members over four decades.
The engagement began in early 2024 with brand strategy and identity development. We created an extensive brand guidelines document covering logo usage, color systems, typography, photography direction, video standards, and presentation templates—giving ATI's internal team and external partners a clear framework for consistent execution.
The new marketing website launched in September 2024, built to better communicate ATI's value proposition and convert prospects into members. We also produced video content for ATI's annual Superconference in Grapevine, Texas, including an event recap video and source footage that ATI's team has leveraged for ongoing promotional work.
- The rebrand positions ATI as a modern, forward-thinking leader in automotive business coaching while maintaining the credibility and warmth that members expect.