— PROJECT NAME
2 For 22 Identity, Goodyear Auto Service
— ROLE
Brand Identity
Logo Design
Icon Design
Experiential Design
Digital Design
Print Design
We set out to bring the 2 for 22 initiative to life—a focused push to service two additional cars per day in retail stores throughout 2022. The goal was clear: energize teams, build a strong sales culture and create a design system rooted in three key pillars—achievement, momentum and competition. These themes served as guideposts to ensure every touchpoint felt cohesive, motivating and aligned with the broader business objective.
The identity is bold, energetic and built for traction—literally. A custom typographic logo reflects the strength of the master brand while subtly incorporating tire treads and forward momentum, nodding to both the industry and the initiative’s drive for progress. The result is a dynamic visual system that fuels excitement, inspires action and keeps the sales engine moving.
The logo was designed for versatility—it works seamlessly in both vertical and horizontal formats and holds strong across yellow, white and blue backgrounds. We also created dynamic patterns featuring a custom car icon, built using the same angles and system as the logo. These patterns inject energy into the visuals while subtly reinforcing the initiative’s goal: two more cars, every day.
The custom racetrack huddleboard tracked daily 2 for 22 progress while giving teams space to add local milestones—creating a unified yet flexible tool. The reverse side reinforced team roles and how each one helps keep customers moving forward with confidence. Paired with a daily scorecard flipper that compared last year’s numbers to today’s, the system made progress visible, boosted accountability and kept the goal front and center for everyone.
Job-specific posters served as daily motivators, showing how each role can drive the 2 for 22 goal forward. Each one was placed where it matters most—like a magnetic version for auto techs, right on their toolbox.
To keep momentum high, the program also needed a way to show appreciation for employee efforts. Recognition came in the form of Pit Crew Gratitude board nominations, manager-written cards with collectible lapel pins and personalized emails celebrating standout achievements—all designed to keep teams feeling seen, valued and motivated.
This identity was too fun not to go all in—so naturally, we added some goodies. From stickers and lapel pins to a branded grease towel, water bottle, lanyard and even a custom wrench, every item was designed to keep the energy high and the brand in hand.
You might think that’s where the project ends—but our wheels kept turning. A great identity is one thing, but an adaptable one is even better. So, we created a custom numerical set that future-proofs the program, making it easy to roll out 2F23, 2F24, 2F25 and beyond—keeping the momentum alive, year after year.
