Take 5
Branding and advertising campaign for Take 5 Oil Change — a challenger brand repositioning that captured the convenience and speed promise of the five-minute oil change experience.
The Challenge
Take 5 Oil Change had a powerful differentiator — a genuine five-minute service — but lacked the brand presence to make it memorable in a competitive landscape dominated by established automotive service chains. The brand needed a bold, confident identity to match its service promise.
The Approach
We built the campaign around the brand's most compelling truth: time. In a world where everyone is busy, five minutes matters. The creative campaign used bold typography, high-contrast visuals, and a punchy, direct tone of voice to communicate speed and convenience without sacrificing quality.
The visual system was designed to work at scale — from roadside signage to digital ads — maintaining impact whether seen at highway speed or on a phone screen.
The Outcome
The refreshed brand identity gave Take 5 Oil Change a confident, distinctive market presence. The campaign effectively communicated the speed and convenience promise, increasing brand recall and driving location visits across their expanding national footprint.
