GM Conversions, with more than 20,000 cars converted to gas, has positioned itself in Peru as the leading automotive workshop in its category. Although they already had recognition in the market, their name was based on the initials of the founders, which they wanted to change because their business model was evolving from being a distributor to a producer of their own conversion kit. This was also influenced by their visual identity, which anchored them in the past and repeated recurring visual codes in the category.
Talking about visual codes, most of the automotive conversion brands in Peru seek to be linked to environmental care, which leads them to have recurring visual codes, having a lot of similarity between one and another. In addition, due to their constant over-design, they provoke a disorder in their communication, which makes the category feel informal.
