The SILO Auto Club & Conservancy is the first collector and exotic vehicle storage facility in the city of Indianapolis. Its secure, concierge-style car storage fills a need for gearheads with homes in the metro area that lack garage space, especially when street parking isn’t an option. In addition to providing car owners with a safe place to store their favorite ride, SILO also offers members a club experience, complete with a fully-stocked bar and lounge area, as well as event space perfect for business retreats, reunions, weddings, and auto club meetings (just to name a few).
SILO came to Willow before its name was officially SILO. The business was starting from scratch and needed help with not only naming the storage facility and club the founder envisioned but required the necessary branding to go along with it. From the signage on the exterior of the building to the business cards and the website, everything was needed to launch this new business—even the community and media outreach to promote the grand opening!
Once the name was agreed upon, Willow got to work designing an automotive-inspired brand that would appeal to automotive enthusiasts and standout in a crowd. The contemporary and clean logo was a hit and was soon added to the exterior of the building, business cards, social media pages, t-shirts, and more.
With a brand in place, work began on the website as well as the design of print and digital advertisements. With three distinct audiences (car owner members, social members, and event planners), these important pieces of the marketing plan had to not only appeal to each target group but also provide relevant information while showcasing the unique space. This led to several photo shoots, perfected lighting, and even hosing down a parking lot to get just the right look.
The result was a successful website launch and grand opening, which brought over 1000 car enthusiasts and interested community members into the facility over the course of one weekend. We even spotted a popular race car driver’s Porsche on display! And, we’re pleased to report interest (and membership) is growing.
Check out SILO’s logo evolution, website, branded marketing materials, and photos below.