Background 
The Israel Ministry of Transport and Road Safety is responsible for promoting public transport infrastructure, roads, railways and automotive in the State of Israel. Among other things, the organization encourages students to study and engage in the field of vehicle maintenance.

The Challenge 
There’s no way my son is becoming a mechanic.

So he won’t become a mechanic. He will work in the most advanced and diverse field in the automotive industry. Auto repair shops are not what they used to be over 30 years ago. Today, service shops operate as fully computerized, technological environments. Yet still, this profession has a bad reputation among young and old people alike.

Our Solution
He’s not a mechanic he’s an “Autotech Engineer”.

The technological developments in the field, together with changes in the methods of repair, greatly reminded us of the high-tech industry; clean rooms, computers in every corner and less physical labor - yet still interesting. We chose a name, designed a targeted, advanced graphic language and began to assist in the marketing programs. It’s been working ever since.