Our design department was tasked with the pursuit of refreshing the previous design and color palate of Lithia Motors branding. My designs for the rebrand were ultimately selected for Lithia’s new logo and brand identity initiative which has been rolling out over the past two years. Lithia Motors is an auto group that oversees 164 dealerships and counting across the United States. Since Lithia is a nation-wide brand that sells a large variety of different manufacturers of cars I decided to keep Lithia's logo simple and create a completely new color palate (keeping only the Lithia blue). The color pallate was created to work around any brand of vehicle Lithia advertises as well as providing a controlled flexibility to how our design team could create for our stores. Successfully, Lithia advertising team has adopted the the new color palate and the cleaner logo which has created a nice, subtle connection with everything we make for advertising.