streetking brand

Project Details

  • Brand Positioning
  • Brand Discovery
  • Brand Facilitation
  • Name Concepting
  • Company Name Creation
  • Tag Line Creation
  • Corporate Logo Design
  • Domain Name Acquisition

Name a high retail, custom tire and rim company

We created a “strategic position” company brand name that rules the road. Men, specifically younger men,  comprise a good portion of the target demo for custom tires and rims. As such, we wanted a name that drove home the notion of having the right look, owning the road and improving performance. Nothing says it better than King (as in “king of the road,” “king of the hill,” etc.) The word “street” defined what potential customers would “own” with the right tires, rims and lights. To be a “StreetKing” represented the aspiration of making a statement with your ride. Rather than “tired” names such as Wheels & More, we chose a descriptive hybrid naming strategy, much like JetBlue or CarMax, to capture both the industry and the position in the industry - e.g. leader of the pack, ruler of the domain, monarch of the merchandise. The message of “ruling the road for less” resonated with customer and the client’s business shifted into high gear.