Rebranding Down South Industries: Brand Strategy in a Vintage Vehicle Style

Written by Patrick Carter in DesignIllustrationLogo Design

At 63 Visual, we live and breathe branding—and when the right project rolls into the shop, everything just clicks.

That was the case with our recent collaboration with Down South Industries, a Jacksonville-based vintage auto and truck dealer specializing in 1970s and 1980s American pickup trucks.

From the very first conversation, it was clear this was going to be a perfect fit. Not only does Down South build and restore some of the most exciting classic vehicles in the Southeast, but their vision for a full-scale rebrand gave us the freedom to create something bold, cohesive, and authentically them.

This post dives deep into the branding process, the incredible new state-of-the-art facility they now call home, and how we helped shape a modern identity that reflects their heritage, skill, and Southern grit—all with a strong Jacksonville, FL flavor.

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The Project: Complete Brand Development for a Vintage Auto Icon

Down South Industries approached 63 Visual with a clear goal: refresh the brand from top to bottom, aligning their identity with the growth and reputation they had built over the years. What began as a local business focused on sourcing and restoring vintage pickup trucks had quickly evolved into a full-service operation with an impressive footprint, a loyal following, and a top-tier inventory.

We began the process with a full brand discovery session, getting to know their:

• Core services (sales, restoration, and transport of vintage trucks)

• Customer base (builders, collectors, enthusiasts, and dreamers)

• Long-term vision (expansion, national recognition, facility launch)

With that foundation in place, we rolled up our sleeves and got to work on three main deliverables:

1. Logo and Brand Identity Design

2. Website Design and Development

3. Environmental Branding and Signage

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Logo and Brand Identity Design

At the core of any strong brand is a logo that tells a story. For Down South, the visual identity needed to nod to classic Americana while embracing the bold energy of modern builds and tech-savvy marketing. We explored dozens of typographic and emblem-based concepts before landing on a logo that felt like it belonged on a tailgate, a wrench set, and a billboard all at once.

The finished brand identity package included:

• Primary and secondary logo variations

• A rugged but refined color palette

• Custom typography and usage guidelines

• Merch-ready lockups and icons

• Visual mood boards for use across digital and physical touchpoints

With its blend of vintage grit and clean modern lines, the final mark reflects Down South’s values: craftsmanship, character, and confidence.

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Website Design and Development

Next, we turned our attention to the digital side of things. In a world where first impressions often happen online, a brand’s website is its handshake—and Down South needed one that packed a punch.

We designed and developed a responsive, high-performance website that showcases their builds, services, and team with clarity and style. Key features include:

• A dynamic inventory section highlighting available vintage trucks

• High-resolution image galleries

• Embedded video and social media content

• SEO-optimized page structure and keyword integration

• A content management system that allows the team to easily update listings, media, and blog content

The site serves as both a marketing tool and a showroom extension, giving customers a full sense of what Down South offers before they even set foot on the property.

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Facility Signage and Environmental Branding

As Down South prepared to launch their brand-new facility in Jacksonville, we collaborated on bold signage and environmental graphics that would bring the new identity to life on-site.

From exterior logo murals to interior wayfinding and branded design elements, the goal was to make the space an immersive brand experience. Every detail—from the custom-painted logo on the façade to the garage bay signage—was designed to communicate professionalism, pride, and personality.

And speaking of paint—this part of the project wouldn’t have been complete without the skilled hand of Jacksonville Beach artist Anthony Rooney (@rooneycreation), who took the designs and made them larger-than-life with rich, layered mural work directly on the building exterior.

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A Natural Fit: 63 Visual and the World of Vintage Vehicles

This wasn’t just another branding gig. At 63 Visual, our roots are in vintage car culture. Our founder, Patrick Carter, grew up wrenching on air-cooled Volkswagens and attending car shows before founding a branding studio. Many of our earliest branding projects were with classic car shops, garages, and auto restorers.

So when Down South rolled in with their unmistakable blend of Southern charm, deep mechanical knowledge, and love for the classics, we knew it wasn’t just a good match—it was meant to be.

There’s something special about helping a brand evolve without losing its soul. We’re proud of the work we created together, and even more proud of what Down South has built with it.

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Capturing the Story: Visual Assets and Creative Collaboration

To document the transformation and showcase the new facility in all its glory, we teamed up with Springfield-based photographer Dustin Hegedus (@drhegedus). His expert eye for industrial and automotive environments brought the new space to life with stunning photography, capturing both the gritty details and the polished results.

Dustin’s images have become a cornerstone of Down South’s online presence, populating their new website, social feeds, and print marketing materials. High-quality brand visuals are critical for standing out in a crowded space—and we were grateful to work with someone who truly understands that.

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Why Branding Matters—Especially in Jacksonville, FL

Whether you’re running a small business, launching a new company, or growing into a larger facility like Down South Industries, your brand is more than just a logo—it’s your reputation, your voice, and your first impression.

Jacksonville, FL is home to a wide range of small businesses, startups, makers, and legacy brands that are ready to take the next step. At 63 Visual, we’ve worked with everyone from local retailers to national events, helping them shape stories and visuals that resonate.

A successful brand design project does more than look good—it creates connection. And that’s what this collaboration with Down South Industries was all about.

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Ready to Build a Better Brand?

If you’re based in Jacksonville or the surrounding area and are looking for help with:

• Logo Design & Brand Identity

• Website Design & Development

• Environmental Branding & Signage

• Product or Vehicle Branding

• Photography, Content, and Strategy

63 Visual is here to help. We bring a personal, experienced approach to every project—and we love working with businesses that have passion, personality, and a point of view.

Reach out anytime to talk shop.