Ely’s Tires was founded in 1999 in Miramar Florida, just north of the Miami-Dade border in Broward County. The tire shop is a well-known staple in the community, and is run by a father and his three sons. The property grew from a small shop into a multi-property expanse off of Highway 441, a very well traveled highway in South Florida. The company now brings in over a million dollars per year selling tires, offering computerized alignments, and more.
In 2012, the company decided to increase their customer base by hiring me to create a brand and an experience that would not only keep them coming back, but want to tell others about the business as well. This rebrand would take the family-oriented wholesome atmosphere they were known for to a whole different level.
Logo Creation Process
The logo went through several iterations; however I knew we needed to incorporate tires or tread into the logo. I worked with several different patterns, designs, layouts, and shapes to achieve the look I was going for. After sorting through some of the early designs, I decided to apply the tread pattern to the “e” letter-form in “Tires” and italicize it to depict motion and forward movement.
Branding & Marketing
Once the logo was finalized, the rest came very easy. We made business cards, all new signage, employee t-shirts, and a new online presence to showcase the brand and their products.
E-Commerce Website
Once the marketing materials were printed, the last step was to create an informative website which would also act as an e-commerce platform for product and service sales. The website was created with a custom CMS back end that would allow the company’s associates to add and remove information, products, and coupons as necessary.
The Results
The effects of the rebrand were immediate – sales have increase exponentially since and the brand has become well known within the community and world wide, as the e-commerce platform allowed for sales across the globe. Now in their 26th year, Ely’s Tires is still going strong and growing with two locations in Miramar, Florida.
Last modified: January 29, 2025
