JAX KAR WASH SIGNAGE
A clear, consistent and memorable signage system to set an expanding car wash chain apart from the competition.
Jax Kar Wash, a rapidly expanding car wash chain with over 40 locations in Michigan and Indiana, approached BasedOn to help them create a clear and consistent signage system.
Jax's growth strategy: building new, state-of-the-art washes from the ground up and purchasing existing car washes, resulting in a wide variety of different formats and services across the whole business. This situation, combined with the autonomy given to local managers to oversee signage, led to very little consistency from one location to another. The signs also lacked a unique personality necessary for reaffirming the Jax brand experience with customers and setting Jax apart from its competitors.
Research
Our team at BasedOn started by washing their cars at Jax and at competitors' locations. We noted how signage helped or hindered the process. We also took note of other customers, how they progressed through the process, and the key challenges they faced. We examined how clearer signage can help customers make quick, confident decisions, shortening lines and boosting efficiency and revenue.
To pressure-test this idea, our team examined wayfinding systems outside the car wash industry, including fast-food drive-throughs, interstate signage, large-format retail wayfinding, and public transit directional systems. With those insights, we worked with the client to develop a two-part approach: first, simplify and clarify the design system and second, introduce a more expressive personality to the brand.
Survey of legacy signage across Jax locations captured from initial site visits and discovery.
Concept Development
Research led to design concepts that applied the wayfinding best practices our team uncovered. Typography and color were applied consistently. Graphics such as stylized arrows and illustrated icons were constructed with consistent forms. For safety signs, a bright yellow background helped visitors recognize this important information. Non-essential logos and other artwork were removed to help calm the appearance of each location.
In addition to the project's functional aspects, our team also explored visual concepts to add a unique personality to the signage system. The final result was inspired by Pop art and vintage comic books with bold, expressive typography and punchy dot patterns. Hints of the Jax oval were used throughout the designs to make each sign uniquely Jax. The style brought clarity, consistency and delight to the Jax experience.
Design Assets
Pattern
Colors
Yellow backgrounds indicate important safety information
Used only for Jax Unlimited Club
Typography
we had to use something fun!
obviously
123456...7
and there’s nothing wrong with some extra POPPINS
The Club
Jax Unlimited Club
One of the most significant elements of their signage system is the graphic for their Unlimited Club. We integrated the oval and the text. We used orange exclusively for Unlimited Club.
Execution
With a strong concept and signage plan, our team at BasedOn set about standardizing the system to create consistent applications across all locations. We developed a web-based digital signage guide to allow access to the standards for design, key visual assets and sample designs for reference. This allowed vendors and managers to be on the same page and to have access to all the tools they needed to create new signs and ensure the signage guidelines and requirements were uniformly applied across all rooftops.
Additionally, our team oversaw the design and implementation of initial sign designs in key locations. This design and implementation work helped us validate the concept, identify pressure points and make the adjustments required for full adoption of the system.
Zone 1: Entrance Signs
Zone 2: Directional Signs
Zone 3: Point of Sale
Zone 4: Safety
Zone 5: Affirmations and Brand Moments
Result
- A signage system that balances unique personality with functionality.
- Tools to make consistent signage design easy to execute
- Clear navigation helping to make a great experience at every location
Summary
For this project, we aimed at two important goals. We aimed to make the car wash easier with clear graphics, legible typography, and consistent components. We also aimed to make the experience more memorable with bright colors, expressive typography, and pop-art inspired graphics. We believe we established a signage system that helps meet these goals. The tools we built will help our client continue to meet these goals in the future.