Alexander's Auto Sales is a car dealership in North-Houston. Alexander Orantes, a successful CEO came to us to have a logo redesigned along with collaterals and an identity system. While doing brand positioning the team realized that the company name was too long and using some for of abbreviation would help customers to get familiar more easily with the dealership. The brand then evolved to ALX. The branding is based on characteristics of luxurious cars since the dealership specializes in providing this type of vehicles to their customers.