Right from the start it was apparent Elder Athens was a different kind of dealership. Because of the small town friendliness and their long history of community involvement, you feel like you are family at Elder Athens. Generations of families have come to Elder Athens for their vehicles. Cue took that direction to create a branded campaign that expressed hometown pride, down-home service, and family friendliness. You Are Family became the brand position expressing these attributes and reminds old and new clients they can still get a great deal on a new or used vehicle with a smile and a handshake. The use of white wood and concrete texture overlays on photography along with the signature red color makes the brand strong and differentiated from the competition -– as well as memoriable. We then infused Texas warmth and humor into headlines and social media to emphasize their relatable personality. Like us, we think you will find you are family as well at Elder Athens.