DEALERTRACK BRAND AUDIT + REFRESH

BRAND AUDIT
The brand presence was inconsistent across the solutions. Different campaigns ran for each. There was a desire to consolidate and provide a framework to begin unifying campaigns and collateral.

BRAND GUIDELINES OVERVIEW

BRAND GUIDE CLOSER LOOK
Core brand items were given a framework and then each solution was provided with all the parameters to make sure look and feel became consistent.

DEALERTRACK BRAND REFRESH

The Challenge

Dealertrack had grown into a suite of products and divisions, each operating with its own look and feel. There was no centralized creative oversight, resulting in inconsistent visuals, fragmented messaging, and a lack of cohesion across digital, print, events, and internal communications.

The brand needed to move forward as a unified platform, but first required clarity: what was working, what wasn’t, and how to align multiple teams and vendors around a shared creative direction. The environment was chaotic, with competing priorities and no single source of truth.

My Role

I was brought in to lead a full creative audit and establish the creative direction needed to unify the brand. Partnering closely with internal stakeholders and an external agency, I served as the central decision-maker for creative standards—guiding strategy, resolving inconsistencies, and ensuring all creative choices supported a cohesive brand system.

The Approach

Conducted a Creative Audit: Reviewed existing materials across divisions, products, and channels to identify gaps, redundancies, and inconsistencies in visual language, tone, and execution.
Established Centralized Creative Oversight: Worked with leadership and agency partners to define clear creative principles and guardrails that would guide all future work. Acted as the single point of creative direction to reduce confusion and conflicting inputs.
Aligned Internal Teams and Agency Partners: Collaborated closely with an external agency while coordinating internal stakeholders to ensure decisions were made once, communicated clearly, and applied consistently across touchpoints.
Translated Direction into Scalable Assets: Oversaw the creation of updated visual systems, templates, and core assets that could scale across digital marketing, presentations, events, and sales enablement.

The Outcome

The brand refresh brought clarity and cohesion to Dealertrack’s visual identity, replacing fragmented execution with a unified system that teams could confidently build from. The new creative framework was adopted across multiple divisions and channels, reducing confusion, improving consistency, and establishing a sustainable foundation for future growth.

Most importantly, the work shifted Dealertrack from reactive, siloed creative execution to a clear, centralized brand direction that supported the business as a single, unified brand.

Key Skills Demonstrated

Creative Direction, Brand Audit & Assessment, Creative Oversight, Cross-Functional Alignment, Agency Collaboration, Enterprise Brand Systems, Stakeholder Management, Operational Clarity, Change Leadership