Başer
Professional Services
Başer A.Ş., founded in Ankara in 1985 by Mustafa Başer and Ali Başer, has established itself as a prominent player in the automotive industry. Since 1996, the company has been a dedicated Ford dealership, known for its commitment to excellence in service. Under new management, Başer A.Ş. is expanding its horizons, strengthening its corporate infrastructure, and diversifying its activities. The company's philosophy extends beyond business, embracing production, job creation, and social responsibility, all while navigating the competitive landscape of the automotive sector.
Summary
We initially focused on revitalizing their brand to reflect their evolution and ambitious growth plans. The project encompassed a comprehensive rebranding effort, including the development of a new brand architecture and extensive brand consulting. Our team was tasked with creating a cohesive brand identity that honored Başer's rich history while positioning them for future diversification and expansion. The goal was to craft a brand strategy that would resonate with both long-standing customers and new markets, supporting Başer A.Ş.'s vision of growth and social responsibility.
Challenges
Rebranding Başer A.Ş. while maintaining its established reputation in the automotive industry presented a significant challenge. We needed to balance the company's legacy as a trusted Ford dealership with its aspirations for diversification. Another hurdle was creating a brand architecture flexible enough to accommodate Başer's expanding business interests while maintaining a cohesive brand image. Additionally, we had to ensure the new brand identity effectively communicated Başer's commitment to social responsibility and employment creation, differentiating them in a competitive market dominated by product-focused messaging.
Solutions
Our solution centered on creating a dynamic, forward-looking brand identity for Başer A.Ş. that respected its heritage. We began by conducting in-depth market research to inform our strategy. The resulting rebrand featured a modernized logo that subtly incorporated elements of Başer's history while projecting a more contemporary image. We developed a flexible brand architecture that allowed for easy integration of new business ventures under the Başer umbrella, ensuring brand consistency across diverse operations. The new visual identity system used a sophisticated color palette and typography that worked harmoniously across automotive and potential future non-automotive applications.
Our brand consulting extended to crafting a compelling brand narrative that highlighted Başer's journey, values, and vision for the future. We created guidelines for brand voice and messaging that emphasized Başer's commitment to social responsibility and community development, setting them apart in the industry.
We worked closely with Başer's management team, providing guidance on implementing the new brand across all touchpoints, from dealership environments to digital platforms, ensuring a smooth transition that energized employees and resonated with customers.
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