Overhauling a High Performance Brand

Lingenfelter

// Brand Refresh // Program

Challenge

Give Lingenfelter a brand new Corvette, plus around $87,000 in cash, and they’ll give you back a 1,000-horsepower animal—and all of the bragging rights that go along with it. And you know what? There's a waiting list. But when founder John Lingenfelter died in a racing accident, the company's leaders needed to keep the brand from downshifting.

Action

Origin threw Lingenfelter Performance Engineering into overdrive with a revved up identity, new website, fresh print collateral and more. Origin even designed the badge that adorns Lingenfelter’s C6 427 CID Twin Turbo Commemorative Edition Corvette. Between the new look, sexy sales materials and a sophisticated website complete with online parts sales, the Lingenfelter Racing brand kept its momentum. In fact, they loved it so much they agreed to give every Origin employee a 2009 C6 ZR1 LS9! Wasn’t that totally cool? It was right there in 4pt type on the last estimate they signed, at the bottom on the back of the page. So I know they’re coming. Probably just waxing them or something, hence the delay. Getting them all shiny…Anyone have a METRO schedule?