Honest 1 Auto Care is a growing chain of full-service auto repair centers that offers top-quality repair and maintenance services. When the ownership team identified the value of rebranding to capture additional market share and spur growth, they enlisted our design team to direct brand development, design and architecture of a new prototype. Our focus was to take a hospitality-inspired approach, to increase appeal to female customers, and to express Honest 1’s brand values: integrity, trust, vehicle safety and environmental sustainability. A visit to Honest 1 reveals a strikingly different experience than your average mechanic shop. From first look at the exterior of the building, clean modern architecture, friendly landscaping. Inside the lobby, a large glass wall provides views to the auto bays where vehicles are serviced. While it is popular to show off the kitchen in restaurants, views to the service shop are rare in the auto repair industry. The feature communicates transparency and builds brand trust. Our design team took cues from hotel lobbies, coffee shops, lounges and co-working spaces to develop a welcoming, comfortable and functional space for those waiting for car service to be complete.