AUCTION CRASHERS FULL EPISODE

CAMPAIGN SITE
Site to showcase all elements of campaign including before and after images, resources and items to order and collateral to download and use.

DETAILED FIELD GUIDE

BEFORE AND AFTER

AUCTION TOOLKIT
Auctions who accepted the challenge received a promo campaign toolkit to get started. Bucket containing 2 paint color samples, a quick guide and an Auction Crashers t-shirt.

AUCTION CRASHERS — ENTERPRISE AUCTION MAKEOVER INITIATIVE

The Challenge

Manheim’s 75+ auction locations were operating with outdated branding, inconsistent signage, and aging environments that no longer reflected the strength of the broader Cox Automotive brand.

The initiative required more than a campaign — it needed a scalable system that could modernize physical locations, provide clear execution guidelines, and enable local teams to implement updates consistently across a national footprint.

My Role

Senior Designer & Campaign Systems Lead

Partnered with cross-functional teams including Brand, Events, Marketing, and Operations to bring the initiative to life.

Owned development of the visual toolkit and environmental design system, working directly with vendors to specify paint colors, signage materials, furniture, and branded elements. Created the operational playbook and documentation that guided each location through the transformation process.

Supported both internal communications and customer-facing materials as locations completed their makeovers.

The Approach

Campaign Concept & Internal Launch: Inspired by home makeover shows, we introduced “Auction Crashers” as an engaging internal campaign to drive excitement and adoption. The first rollout was executed and filmed at the Chicago Manheim auction to serve as a model for other locations.
Environmental Design System: Developed modular signage templates, environmental graphics, and branded assets that locations could download, customize, or order. Ensured flexibility while maintaining brand consistency.
Vendor & Production Coordination: Sourced materials and furniture, specified paint palettes, and collaborated with production partners to ensure cost-effective, scalable implementation across locations.
Playbook & Resource Hub: Created a comprehensive transformation playbook outlining step-by-step instructions, asset usage guidelines, ordering details, and troubleshooting support. A custom resource site housed templates, downloadable files, campaign materials and links to purchase furniture and frames to enable consistent execution nationwide.
Internal to External Transition: Launched internally to build excitement and alignment, then evolved into a customer-facing narrative as completed auction makeovers became visible proof points of brand modernization.

The Outcome

The initiative sparked nationwide adoption, with 30% of auction locations successfully implementing the makeover program during the initial rollout phase.

The structured playbook, asset system, and centralized resource hub enabled scalable execution across a multi-location network, strengthening brand consistency and modernizing physical environments at scale.

Key Skills Demonstrated

Enterprise Rollout Strategy, Environmental Branding Systems, Internal Communications, Playbook Development, Vendor & Production Coordination, Multi-Location Brand Governance, Campaign Concept Development, Cross-Functional Collaboration, Resource Hub Creation, Scalable Asset Systems