Magnolia Wash Holdings came to us with a clear challenge: uniting a wide family of local car washes under one national name while bringing fresh energy to a category that often feels forgettable. I jumped at the opportunity to help shake things up with a bold new identity that is built to boost membership, fuel location growth, and stand apart in a crowded field. Instead of leaning on the same tired promises as competitors, we focused on celebrating the small wins that brighten a customer’s day—from the anticipation as they enter the tunnel to the satisfaction of driving off in a sparkling car. The result was a complete reimagining of the brand, including a visual system designed to pop on-site, across marketing campaigns, and throughout the customer journey. The additional fun brought to the brand, like custom air fresheners, sparkly signage, and more, was just icing on the cake.