The Next Street

Despite being the leading driving school in Connecticut, All-Star Driver challenged WORX to reimagine their business for even bigger growth opportunities. The resulting branding, digital and marketing initiative took the concept to the next level, generated immediate revenue increases – and startled the entire driving instruction market.

The Next Street Identity Logo needed to be distinct at all scales and across a variety of business items

The Next Street Logo Brand naming and identity design

The Next Street Brand Motto Statement used across all communications

The Next Street Tagline Empowering slogan that inspires students and staff

The Next Street Cultural Branding Customer service positioning and supporting brand content

The Next Street Graphic Patterns Example of custom brand design platform and image library

The Next Street Brand Guidelines Example page from brand strategy and usage guide

The Next Street Website Responsive design website featuring integrated classroom and scheduling databases

The Next Street Value Icons Set of core attributes that define the brand and its people

The Next Street Signage Example of branding on locations throughout Connecticut

The Next Street Classroom Environmental Example of office and environmental branding across 70+ locations

The Next Street Brand Launch Email Example of multi-touch campaign segmented by staff, partners and prospective students

The Next Street Facebook Ad Example of social media marketing campaign to launch the brand and expedite brand awareness

The Next Street Uniforms Apparel and merchandise design for students and driving instructors

The Next Street Driving School Vehicles Full car designs for driving lessons and license testing

The Next Street Promotional Vehicles Design of Camaro used for promotional events

The Next Street Digital Ad Example of Search Engine Marketing and digital campaign featuring text, display and retargeting advertising

The Next Street Digital Campaign Example of landing page content from integrated lead generation campaign

The Next Street Newspaper Article Example of local, regional and industry press related to the rebranding

The Next Street Acquisition Article Example of press coverage related to the company's explosive growth after the rebrand

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BRAND NAMING

The artist formerly known as All-Star Driver was renamed in an interesting way: WORX typed out dozens of descriptive words, cut them up, spread them out and collaborated with All-Star General Manager Brandon Dufour to group interesting terms together. The exercise resulted in The Next Street as one combination, which upon brand trademark research was selected as the new company name.

AN EXPEDITED LAUNCH PLAN

Given certain legal and competitive parameters, The Next Street rebranding needed to be launched within 90 days after the first discussions with WORX. Digital marketing was heavily leveraged – including Paid Search, Display and Retargeting ads, as well as email marketing. In addition, the new website expanded the prior site experience – with new content and more streamlined functionalities. The brand launched in 78 days, gaining immediate traction with students and the press.

RESULTS:

THIS STUFF REALLY WORX

Business has increased 80% in revenue since rebranding
The top 20 sales months in the company's history have all occurred after the rebranding
Market share increase and business stability has led to acquisitions of several competitive driving schools since the rebrand
Company named by Inc. Magazine one of the Fastest Growing Companies in the U.S.
Named Small Business of the Year by the Waterbury Chamber of Commerce, 2016
Company named one of Top Workplaces by Connecticut Post, 2016
Named the Happiest Company in Education by TINY Pulse, 2017
Rebranding featured in Republican-American and Connecticut Post