The Brief:
The ask was to develop the full brand identity for a Palm Springs company that converts vintage Ford Broncos into fully electric vehicles. The goal was to bring modern sustainability into vintage automotive culture while preserving the charm and personality of the original truck.
The Problem:
Electric conversions often rely on technical language and lose the emotional appeal of classic vehicles. Without a clear brand system, Retro Fit risked blending into a space dominated by engineering focused messaging instead of the lifestyle and character that define these rare trucks.
The Insight:
Research into Palm Springs car culture showed that vintage vehicles are treated as lifestyle statements, not tools. Enthusiasts value sustainability but still want the look of classic models. They look for brands that respect nostalgia while offering modern capability, creating space for an identity that feels both heritage rooted and future oriented.
The Solution:
I developed a brand system that positions Retro Fit as a lifestyle brand, not just a car conversion service. Informed by research into Palm Springs car culture, the strategy focused on shaping the ownership experience and how the Bronco fits into everyday life. Merchandise, retail touch points, and the customer experience work together to support an identity rooted in craftsmanship, nostalgia, and modern practicality.
