High Performance Branding

A high end auto performance workshop needed a brand update and online eComm presence to reflect its status in the after market performance world and to keep up with increased customer demand.

Providing a personal and tailored customer experience that big auto dealerships can't is a key aspect of what Dontex Performance offer. When owners Lee and Natalie purchased an existing automotive workshop their intention was always to rebuild the Dontex offer around Lee's experience in the auto industry (managing large dealership workshops) and to leverage his passion & expertise in Hemi Chrysler hi-end performance.

As the word spread about Dontex, and their builds achieved recognition in the high performance auto scene, business quickly grew. A brand revamp was required to reflect this and also a whole new eCommerce platform was needed to service Dontex's growing business in aftermarket hemi parts.

The initial scope and discovery immersed Tangent in gaining a thorough understanding of how the business had evolved and grown, then once this was established to translate this through the new brand language and online presence. The new brand collateral successfully achieves this by repositioning Dontex, and new content messaging in the seamless eComm platform now promotes Dontex in-house upgrade package as well as the retail online parts business (catalogue in excess of 290 skews).

Check out the Dontex client story to see how Tangent helped Dontex Performance change & grow.