XAGroup.
Four automotive businesses (retail, servicing, leasing and education), each showing up differently. We built the brand identity system that made them read as one company.
Client
XA Group
Scope
Brand Identity
Deliverables
Logo · Colour · Voice · Digital · Content
One brand. Manybusinesses.
XA Group grew the way most multi-vertical companies do, one business at a time. Automotive retail, servicing, leasing and education each built its own look, its own tone and its own way of talking to customers.
The real problem wasn’t the design. It was what the inconsistency told people. Investors saw four small companies instead of one group. Customers didn’t connect the dealership to the service centre. New hires had no clear picture of what they’d joined.
“The brief: one identity system with equal parts authority and warmth. Credible in a boardroom. Natural on a workshop floor.”
Vision
To be the most trusted automotive partner in every market we enter, connecting people to the vehicles, services and expertise they can count on.
Mission
To make the full automotive lifecycle (discovery, ownership, service and education) simpler, safer and more human.
What thebrandstands for.
Reliable
Every interaction feels the same, whichever business a customer walks into. A brand that keeps its promises.
Expert
Deep technical knowledge, explained simply. Authority without the jargon.
Human
Behind every vehicle is a person with somewhere to be. The brand never loses sight of that.
Progressive
From combustion to electric, from showroom to screen. The brand moves forward because the industry does.
A mark thatworks everywhere.
A logo for a group with several businesses has a harder job than most. It has to sit on a service van, a leasing contract, a training certificate and a mobile banner ad, and look right on all of them. We defined two versions, one for light backgrounds and one for dark, so the mark holds up wherever it’s placed.
PRIMARY: LIGHT BACKGROUNDS
Use on white and light neutral surfaces.
REVERSED: DARK BACKGROUNDS
Use on navy, dark photography and brand colour surfaces.
Dark Navy
#160A4A
Primary brand
Deep Blue
#14213E
Dark surfaces
Electric Blue
#2073E9
Accent / action
Cloud White
#F5F5F5
Light surfaces
Steel
#BCBDC0
Secondary
A systembuilt forevery story.
Four illustrated characters carry the brand’s storytelling, each with a defined role, look and context. They stay consistent across digital, print and in-store, so customers recognise XA Group before they read the name.
Vehicle illustrations follow strict perspective rules: always a three-quarter angle, never flat. For a brand built on expertise, small details are proof of quality.
The Service Advisor
The first face customers meet. Shown mid-conversation, always in brand uniform, never staged.
The Technicians
Expertise in action. Diagnostic tool in hand, focused on the job.
The Insurance Adjuster
Calm authority. Tablet in hand, measured and methodical.
The Driver
The customer. The reason every other part of the business exists.
One brand.Every room it walks into.
XA Group now presents as one company to investors, customers, employees and partners. The same brand system runs across the workshop, the website, the fleet and the boardroom without contradicting itself.
That’s what a brand identity system does for a business with many parts. It turns a group of companies into one story people can trust, and any new business line has a place in it from day one.
4
Verticals unified
30+
Brand touchpoints defined
2
Logo configurations
3
Months to delivery
Consistent onevery screen.
A brand identity only works if it holds up in real use. For most people, the website is the first place they meet XA Group. We designed it as one front door to all four businesses: a shared layout, type and colour, with each business easy to find and none of them looking like a separate company.