A Rebrand Fit to Drive a Whole Industry Forward
Model 1
Model 1 Commercial Vehicles and the rebrand that ushered in their future
Sometimes you realize that what it took to get you here isn’t what it’ll take to get you where you’re going next. That’s exactly what Model 1 (formerly Creative Bus Sales) faced as they pioneered new services, and entirely new lines of business – with their sights set on evolving the entire commercial vehicles industry. From research to rollout, Element Three worked with Model 1 to develop a brand worthy of the goals and momentum behind it.
23
Dealerships
25+
Types of Commercial Vehicles
550+
Employees
For more than 40 years, we’ve been Creative Bus Sales. The move to Model 1 is a significant decision for us. We’ve always had an appetite to pioneer new spaces. Our goal is to lead the industry into what’s next – solving transportation issues with visionary thinking.
– Tony Matijevich, President, Model 1
Branded Assets
The Problem
An outgrown name and an evolving business strategy
Over the course of four decades, Creative Bus Sales grew to become the nation's largest bus and transportation services dealer. They had become more than buses, and more than sales – including commercial vehicle distribution, upfitting, service, parts, financing, and insurance. They had secured a collaboration that put them at the forefront of electrified vehicles for commercial use. And they intended to use their size, stature, and innovative mindset to drive the transit industry into the future. It was time their brand reflected that forward momentum.
Snapshot: Model 1
- #1 passenger bus dealer in U.S.
- National dealer network
- Relationships with major OEMs
- 40+ year history in the industry
- Pioneering the commercial EV space
- Strategy and product mix change
- Family ownership
The Solution
A new brand that fits today and inspires tomorrow
After getting to know Creative Bus Sales' market, competition, and business goals, we began a full rebrand, including a new name. The Model 1 Commercial Vehicles name rose to the top (out of hundreds of options) because it represents creativity, continuous improvement, and going first – all the differentiating qualities of the company. With a name locked in, we crafted the new visual and verbal story of Model 1, setting the tone for how they walk, talk, and act as their new selves and outlining a clear brand vision for Model 1's own marketing team to carry forward.
Snapshot: How we got to Model 1
- Qualitative research
- Rebrand strategy
- Naming and visual identity
- Messaging and positioning
- Brand launch/rollout support
- Brand guidelines
The Results
The company others want to work with
"The decision to move to Model 1 Commercial Vehicles is getting confirmation from the market," according to a senior vice president at Model 1. From the inside out, the company and the market can feel the change in pride and energy since the shift to Model 1. Leads are becoming more qualified, talent is seeking Model 1 out, and high-profile industry relationships and collaborations are blossoming. Beyond the tangible results of the rebrand, the family at the heart of this family-owned business can rest easy knowing that their company is well poised to conquer its next era.
Snapshot: Impact of the rebrand
- Marketing attributable revenue increased 78% YOY
- Sales-qualified lead generation increased 320% YOY
- Organizational clarity and pride
- Faster talent acquisition
- High-profile industry collabs
Brand Photography
A website to match Model 1's New Walk and Talk
A rebrand is nothing until you apply it to the channels where your audience interacts with you – starting with your website. The Model 1 website needed to not just reflect the new brand, but also the thought leadership, access to available inventory, and expanded service lines that differentiate the brand in the first place. Together, we overhauled the website, including enhancing the way leads are captured and nurtured. Take a look at model1.com.
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