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ServiFácil banner: the white servifácil wordmark with its orange bracket symbol beside the rear of an orange and navy branded delivery van showing ‘Sin vueltas, sin presión. Al precio justo.’ and @servifacilcr.

ServiFácil

An automotive brand that feels trustworthy without feeling expensive

Period:
2026
Contribution:
Brand Strategy, Verbal Identity and Visual Identity

Case summary

Working from the existing ServiFácil name, I created the strategy, verbal identity, visual system and brand manual for a Costa Rican automotive venture. The positioning emphasized clear advice, ease and transparency.

ServiFácil portfolio cover: the white wordmark and car symbol on a navy background beside a rear-view branded delivery van wrap mockup in orange and navy, featuring ‘Sin vueltas, sin presión. Al precio justo.’ and @servifacilcr.

A category problem the founders already knew

A structured requirements questionnaire captured the founders’ automotive sales and after-sales experience, customer groups and desired attributes. Their category insight was a gap between product quality and customer care; personalized advice became the proposed differentiator.

Positioning an automotive ally

I framed ServiFácil as an automotive ally helping customers make decisions with clarity and confidence. The verbal system combined expertise with a direct, honest and approachable voice, avoiding pressure and unnecessary technical language.

Exploring directions and recommending one

I explored directions across cars, lubrication, motorcycles and technical service. The recommended front-facing car represented the broader offer without limiting the identity to a single product category. The client approved that direction without significant changes.

The identity system

The wordmark integrates a front-facing car and an orange accent in the á. Dark blue provides structure, green creates a secondary environment and Plus Jakarta Sans supports the hierarchy. A people-first photographic direction extends the service promise beyond the logo.

Application mockup: an orange ServiFácil card with the wordmark and car-silhouette symbol resting on a dark leather car seat.
Application mockup: an orange cap with a navy brim carrying the white ServiFácil lockup, on a dark green background.
Application mockup: navy staff polo shirts, front and back, with the ServiFácil chest lockup and back wordmark, on an orange background.
Application mockup: the same navy staff polo shirts, front and back, presented on a neutral white background.
Application mockup: two ServiFácil business cards, one white and one navy, floating on an orange background.

The central challenge was tonal

The identity needed to communicate expertise and quality without suggesting inaccessible prices. That balance guided a credible, approachable brand expression.

Approved identity and brand manual

The approved identity brought the strategy, verbal direction and visual system together in the brand manual. The website was created by another party.

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