Frank

A Florida-based entrepreneur with a background in auto insurance approached Service with an early-stage idea: a streamlined way for vehicle owners to claim diminished value reimbursements after an accident. With only a working calculation model and a dream, he sought guidance on whether branding was worth pursuing so early. I advised that in such an unfamiliar niche, a credible brand would be essential to build trust. His business centered on truthfulness and clarity—helping customers file fair claims with direct, no-nonsense information. I developed a foundational brand system that embodied honesty and simplicity, with subtle nods to its automotive roots.

logo design, Naming, brand identity

He initially considered the name DV Car Report, but it felt dry and generic, with unfortunate connotations. After exploring options, I recommended Frank—a name that captured honesty, simplicity, and directness (and, as a bonus, was also his father’s name).

The final logo used a customized version of Blippo, a bold, rounded 1970s Letraset typeface evoking winding roads.

The color palette, anchored by “Frank Teal,” was designed to feel friendly and vibrant, inspired by vintage auto paint colors and intentionally steering clear of the staid tones typical in insurance branding.

"I want to recognize Bryan at Service for his incredible work in helping me design and build my brand. When I first reached out, I had only a rough idea of what I wanted and no real direction. Bryan quickly set up a call, helped me clarify my vision, and guided me through every step—from mood boards to final designs. He took my scattered thoughts and turned them into a cohesive brand identity. Since then, I’ve continued working with him on business cards and other materials, and I’ll keep coming back for anything brand-related. Thank you, Bryan and Service!"

- Michael P., Owner, Frank