Hoy Family Auto Branding Campaign -
It Runs In The Family

The Project

For 42 years the Hoy family has helped El Pasoans find great cars at a great value. So when they approached us to help them evolve their brand for a new generation of customers, we were honored to put this project into high gear. This campaign would mark their split from a previous partnership and usher in a new brand identity that was not only ready for the future, but also celebrated its past.

The Approach

After meeting with three generations of Hoy’s and understanding their passion for what they do, our campaign direction came together as fast and powerful as any Mercedes AMG they sell.

First we developed their new company name “Hoy Family Auto”, a fitting tribute we think.

Then came the creation of their logo. Our goal was to iconize the Hoy family name in a dynamic way that would stand out for years to come.

The final element of the rebrand came with our creative theme “It Runs in The Family”, a phrase we used to highlight the Hoy family’s commitment to their customers; providing honest service, offering fair pricing and building lifelong relationships. 

We launched our campaign with a prominently placed outdoor board, introducing the community to the all-new Hoy Family Auto.

To support this piece we premiered a bold and conceptual TV spot that spoke to the Hoy family’s history of excellence and celebrated their revamped value proposition through the rise of their new brand identity.

Our media mix was rounded out with digital and print pieces, creating a highly branded and easily recognizable campaign that set itself apart from the competition.

During this project, we had the honor to work with the late Bob Hoy, who founded his family’s dealership in 1973. In that time he grew his business to great success with an honest and friendly approach to selling vehicles to generations of El Pasoans. But more than that, he was a civic leader, lifelong fan and supporter of the University of Texas at El Paso, as well a recipient of the Texas Automobile Dealers Association’s Legend Award. He was a beloved boss, father and grandfather, and we were proud to call him our friend. The team that continues to carry the Hoy family name does so in the path of his shining example and treasured memory.