AutoNation
Client
AutoNation, Zimmerman
Services
Ideation, Direction, Design
Output
Television, Print, Digital
Role
Art Director
AutoNation is one of the largest automotive retailers in the United States, operating hundreds of dealerships representing nearly every major manufacturer nationwide. Over a five-year period, I worked as an Art Director on the large-scale, complex account for Zimmerman Advertising. As a full-service agency, we produced quarterly campaigns and promotional initiatives across broadcast, digital, and in-store platforms. My role focused on concept development, execution, visual oversight, and maintaining brand consistency while supporting design teams. During my time on the account, my work on the “Drive Pink” campaign contributed to Zimmerman Advertising earning its first ADDY Award in the agency’s history.
“Drive Pink” began as a promotional initiative during Breast Cancer Awareness Month. Donation moments often feel intangible, with little lasting connection to the contribution beyond the act itself. During concept development, I saw an opportunity to create something that could symbolize donations while remaining highly visible and recognizable on the road. This insight led to the creation of the pink plate. What began as a quarterly activation grew into a record-breaking sales campaign, contributed to the agency earning its first ADDY Award, and ultimately became so iconic that pink was adopted as a core element of the AutoNation brand identity.
“The Open Road” Early in my time on the account, AutoNation explored the idea of a logo refresh and broader brand update. Over several months of development and iteration, I modernized the existing typography and introduced an accent underline inspired by road lines, reinforcing the brand’s connection to vehicles. This mark was ultimately adopted as the refreshed logo for the AutoNation brand.
