the Story.

Magic One is a high-end auto dealer's best friend.

Operating out of Charlotte, the company works with hundreds of dealerships such as the Luxury Hendrick Auto Mall of Northlake to merchandise their vehicles online, outfit the lot with signage & graphics, and provide reconditioning solutions for preowned vehicles. 

When I started full-time at Magic One in 2014, the company was looking to grow by stepping into the retail space. While still serving their hundreds of clients throughout the Southeast, they were now ready to bring their automotive reconditioning packages straight to consumers in the Charlotte area. 

After purchasing a new facility in South Charlotte, and outfitting the space to accept new work, it was now time for a new look. 

In viewing the original logo for the first time, there was nothing that stood out about it to me. It was serviceable, but not unique. If you're familiar with Charlotte's South Boulevard -- Specifically the 5+ mile stretch of car dealerships -- You've probably seen the flurry of mechanics and body shops that also call South Boulevard home. What do they all have in common? They all have some variation of a car shape for a logo, and eventually all start to run together. I didn't want this project to become just another body shop logo, because Magic One was so much more. 

What we ended up with was a clean, recognizable logo that worked great in a variety of applications and allowed the company to market in a fresh new way, directly to their consumers.