Westvaal
Your true mobility partner for life.
Westvaal is a nationwide new, used and demo model vehicle dealership family that represents some of the most prominent car brands in the market and prides itself on delivering exceptional value and service to customers. They not only buy, sell and lease vehicles, but also offer expert vehicle services, genuine parts, professional advice and real peace of mind to their customers.
Matching past heritage with future potential.
As one of South Africa’s oldest and most loved family-owned businesses, Westvaal Motors spans two generations of serving customers in all of their personal and professional mobility needs. Preparing the business for all the challenges of facing an unsure future required revisiting the brand and how the business is positioned in the bigger local automotive industry. The Westvaal leadership team also recognised the need to cater for more than just the transactional needs of their customers and desired to see Westvaal positioned as a central, lifelong mobility partner.
Keeping the brand on the road - mapping the future for Westvaal
Jumping into action the KRAFT designsmiths® team initiated a workshop experience that guided the Westvaal leadership team to reframe their legacy purpose, vision and values into a single, cohesive value proposition that will support a reimagined messaging structure and corporate identity.
Taking all the considerations and requirements into account, the KRAFT creative team not only conceptualised an engaging brand narrative to voice the message of Westvaal to its target audience but also developed an integrated corporate identity that effectively visualised the essence of its message and mission.
Blending strategy, brand and seamless execution
More than just a straightforward brand design exercise, the Westvaal team employed the services of KRAFT designsmiths® on a strategic level to assist in communicating the future objectives and business strategies to the national team. As the teams collaborated closely on content, layout and the production of both digital and printed materials, the broad strategy of Westvaal to reach and engage its customers became crystal clear not only to the team working on it but specifically also to the teams and individuals carrying the responsibility for deploying it across South Africa. Integrating all external and internal communication collateral with the new brand identity further presented the opportunity to embed the revised corporate identity with the internal team and all external stakeholders (OEMs) alike.
Joining the journey. Becoming a partner for life.
The revised Westvaal brand infrastructure, through vastly improved modularity and applicability, instantly created the opportunity to leverage the brand as a complete partner in mobility for its customers. The brand seamlessly integrates with all aspects of the business, transcends the buy-a-car stigma and extends fully into the spheres of vehicle servicing, maintenance and monitoring. Taking both consumer and corporate customers into consideration, the corporate identity speaks to both in a relevant and relatable way. Finally, as Westvaal is a fully nationwide business, the messaging and visuals translate effectively to all areas and provinces - whether in urban or rural nodes.
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