National Parts Rebrands to Island Parts & Supplies
Challenge
National Parts was founded in 1977 as an auto parts and supply provider in metro Atlanta. When the business expanded to the U.S. Virgin Islands in 1995, the company became the primary auto parts supplier to the Caribbean. After Hurricanes Maria and Irma hit in 2017, the company broadened its services to include procuring and shipping critical supplies like lumber, tarps, batteries, generators, pet food and more to the islands. While the company can source and ship any non-perishable product or supply quickly and cost-effectively to the islands, there was brand confusion that they only sold auto parts. They needed a new brand.
Solution
c21 brainstormed options for a new name that still resonated with the existing customers but would also inform potential customers of the additional products and services the company offered. c21 created Island Parts & Supplies and a catchy tagline, “From land to sand – fast!”.
Once the new name was researched and finalized, c21 created a new logo and website. The website included a nod to National Parts history and explained the name change, listed the company’s broad services and provided the opportunity to request quotes for any hard-to-find product or supply via a custom webform.
Results
c21 launched the new brand and website on the company’s social media platforms and saw immediate results. For the first time, sales representatives received inquiries through the website from new customers who never knew the company existed. Several months later, c21 created an Island Parts & Supplies mascot to act as a brand ambassador and give the company some added personality. c21 facilitated the naming contest on Facebook which drove visibility and social media engagement. The new mascot can now be found on apparel, collateral, radio ad spots and social media content.