What should an exclusive and luxury car detailing product look like? ProperDetail had a great name, a solid product line, but needed a brand identity that would stand up to the task. The brand identity needed to combine the concepts of luxury, elegancy, power, and speed.

We performed expensive market research of existing car detailing products and catalogued their visual strategies and advantages. Then we took a new approach and designed the brand from a perspective of a luxury sports car. Black and Nardo Gray with Cyan created a memorable combination that emphasized the “PRO” accent in the brand name. The brand mark is a combination of the letters P and D that are combined in an image of a racetrack. The spiraling track with a pointy edge creates a feeling of a race car completing the circuit and accelerating toward the finish line.