Autoexpertos
Visual Identity · Motion Graphics · Social Media 2024
AutoExpertos is a Chilean automotive platform that connects car owners with workshops and mechanics for maintenance, repairs and roadside assistance, all managed online.
The brand had been through several designers and agencies, understandably, because the system had very few defined elements and lacked the versatility needed to build consistent communications from it. I started with a brand audit: logo, photographic style, illustration and iconography, benchmarked against the competition. One thing stood out: the existing isotype communicated speed, which made the brand read as a workshop rather than a platform.
I kept the original A+E monogram structure to preserve memorability, but reframed the shape into a racing flag, waving, diagonal, in motion. The concept shifted from fast to agile: efficiency, reliability, forward momentum. The flag also carries something else: planting a flag, leading the way, which is precisely what the brand needed to transmit.
From there, I built a full chromatic system with product-specific palettes for B2B, B2C and AutoPrime, updated the typography, and applied everything across social media, motion pieces and the product itself. The system held until the company closed.
