ATI Rebrand and App UI

The Automotive Training Institute has coached independent auto repair and collision shop owners since 1980. Over 1,600 active members, and a brand that had barely moved since the 1980s.

Craig Montgomery brought us in. He and John had worked together across four companies before he became ATI's President.

We rebuilt the identity and carried it all the way through. The first piece into members' hands was a gun metal gray welcome kit that opens to a yellow interior with "LET'S GET CRANKIN" inside the lid. The new marketing site launched in September 2024. The brand went into the product too, with a new UI for the CPTS coaching platform built alongside ATI's engineering team.

A third-party study after the relaunch found the share of respondents who consider ATI a premier brand rose from 32 to 41 percent.

Read the ATI case study.