Subaru of New England

Challenege: Subaru of New England needed to promote Express Service, a walk-in maintenance program built for customers who don't have time to schedule an appointment for routine work like oil changes, tire rotations, and inspections. The challenge was making a simple idea, quick service with no appointment needed, land clearly across a network of dealers spanning six states, while keeping the message consistent with Subaru's brand standards.

Solution: I designed a set of simplified graphics and iconography to represent each service, oil changes, tire rotation, inspections, battery and wiper service, so customers could scan the offering and understand it at a glance without reading a paragraph of copy. Each icon was built clean and consistent enough to hold up at small sizes and across different placements, from web to in-store signage. The system was designed to extend beyond this one campaign, giving Subaru of New England a reusable visual language for future service promotions.

Results: Three months after launch, Express Service utilization was up 60% across the network. The clarity of the visual system played a direct role: customers could immediately understand the offer and walk in with confidence, which is exactly what a no-appointment model depends on. The icon system also proved flexible enough to carry into later campaigns, giving Subaru of New England a reusable visual shorthand for service offerings instead of a one-off design.