Built by Titus-Will

Brand identity for a Tacoma dealership's accessories division

Titus-Will Toyota's accessories department had a real business inside a bigger business - genuine parts, customization, upgrades - and no visual identity of its own. Customers walking the showroom couldn't tell where the dealership ended and the accessories offering began. 

They needed a sub-brand: distinct enough to stand on its own, disciplined enough to sit next to a manufacturer's brand without fighting it.

Starting with questions, not sketches

I ran scoping interviews with dealership leadership before drawing anything. Who actually buys accessories? What they're deciding between? Where the brand would need to live — a showroom wall, a printed spec sheet, a web banner, a disclosure sheet?

Those conversations set the constraints the mark had to survive.

What I designed

Logo design

Multiple concepts, then iterative rounds against stakeholder feedback, landing on a mark that reads as premium without losing the energy of automotive customization.

Color palette and typography

A system that sits comfortably alongside manufacturer branding rather than competing with it.

Brand guidelines

Documented rules for spacing, sizing, color use, and misuse, so the team can apply the identity without calling a designer every time.

Supporting graphics

Flexible elements that scale from a business card to a showroom display.

How the mark was built

Every curve in the B is drawn from a circle, and every stroke shares a width. The mark isn't sketched — it's constructed, which is why it holds together at any size, from a showroom wall to an embroidered polo.

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Where it lives

Showroom displays, in-store merchandising, print collateral, the website, and digital marketing all pulling from one system, instead of five improvised versions.

The result

The accessories team can now present a cohesive, premium experience across every touchpoint.

Consistency does a specific job here: when the shelf tag, the spec sheet, and the web page all look like the same operation, customers trust that the parts are genuine.

In a world trending towards AI, it's hard to find something truly personal…

Jordan Owings

Accessories Department Manager, Titus-Will Toyota

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Need a sub-brand that behaves itself?

Identity work for departments, product lines and sub-brands that have to sit beside an existing brand without fighting it. Working with businesses across Tacoma and Pierce County. Scoping call first, fixed price before anything starts.

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