United States of America

A New Image for an Iconic Brand - Delivered

Over the past several months they (Principle) have proven to be a hardworking and trusted partner, aligning their goals and efforts to fully support mine. I know that I can count on Jim and his team to act quickly, diligently, and with integrity. Together, we have accomplished unprecedented progress in a very short period of time.

A New Image for an Iconic Brand - Delivered

Chrysler

When Chrysler launched a new corporate identity program, they engaged Principle as brand manager to re-image dealership signage and interior branding at 2500 sites across five countries.

The automotive manufacturer wanted to update its brand following its emergence from bankruptcy in 2009 and theMillennium Dealer Identity program was a key part of the plan.

Our team collaborated with Chrysler design personnel to develop new signs that communicate renewal, permanence and quality, as well as introduce Ram as a standalone brand.

While developing the new signage family - for Chrysler, Dodge, Jeep and Ram - we also had to closely consider the brand experience, raw material alignment, and how to keep costs to a minimum while maintaining high quality.

During the initial stages of the project, Principle engineered a signage solution which allowed retrofitting of pylons, built multiple prototypes, secured client approval for the signage designs and materials, developed a web portal for online tracking of the program, and establish regional manufacturing locations.

Once the designs were approved, Principle began working with the dealerships to perform site surveys, manufacture the signage, and develop installation schedules. The program has progressed swiftly and more than 2100 Chrysler dealerships in 50 states have been successfully rebranded since work began in 2010. 

Principle’s experienced project managers have developed a process that guarantees both speed and value for the money. From quote acceptance to completion, a dealer rebrand takes a maximum of 75 days, while regional manufacturing facilities and value engineering have helped to lower costs.

“When I assumed responsibility for Chrysler’s Millennium Dealer Identity program, at that time, I didn’t know the first thing about signs! Jim Pilant and his team at Principle worked closely with me from Day 1, ensuring a seamless transition for our field force and dealer network.

“Over the past several months they have proven to be a hardworking and trusted partner, aligning their goals and efforts to fully support mine. I know that I can count on Jim and his team to act quickly, diligently, and with integrity. Together, we have accomplished unprecedented progress in a very short period of time,” Carolyn A. O’Hara, Manager of Corporate & Dealer Identity, Chrysler Group.

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Principle has re-imaged more than 1,400 Chrysler dealerships across the US and the UK.
Dealership signage and interior branding delivered by Principle.
Principle manages Chrysler Group's signage program.
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